NEW YORK The majority of New York music festivals, including Governors Ball and Electric Daisy Carnival, tend to attract younger crowds with high-profile headliners and common sponsor activations. Panorama—which was organized by AEG Live and Goldenvoice (the concert-promotion company behind Coachella)—took a different approach as an event that catered to people of all ages, and was as driven by technology and art as it was by music.
The inaugural festival, which took place July 22 to 24 at Randall's Island, enticed music fans with headlining acts including LCD Soundsystem, Kendrick Lamar, Sia, and Arcade Fire. But the event, which was also Goldenvoice's first New York festival, set itself apart from others by showcasing an array of technology-focused art experiences that attracted festivalgoers.
“New York City is the capital of music, art, and fashion, with technology as the common thread that binds them all together,” says Goldenvoice festival producer Mark Shulman. “Tech now influences artists in not only how they create their art, but how it is distributed, discovered by fans, and then shared with friends. Panorama is a celebration where all of these disciplines come together.”
For the festival's music aspect, performance stages had video projections on massive screens that were customized for each set, as well as two digitally enhanced domes where attendees could dance to tunes from a rotating set of DJs. But the technology focal point of the festival was the Lab. Presented by HP and the Verge and designed and curated by experiential design company Meta.is, the pop-up museum featured a variety of digital interactive art exhibits from 11 New York-based artists.
“From the start, our team at Goldenvoice was looking to create a festival for New York that would bring together the creative community, the business engine that drives it, and the fans to experience it,” says Shulman. “The Lab is the physical manifestation of that idea.”
Brands, including Google and American Express, took note of the festival's technology-art theme and gave fans interactive experiences of their own.
“Our technology theme is wide-ranging and provides huge opportunities for sponsors to seamlessly integrate into the festival. Fans were as excited to check out the activations as they were to check out the music on the stages,” says Shulman. “Panorama is designed to blur the lines between sponsor activation and event attraction, in the same way the World's Fair in New York succeeded in 1939 and 1964.”
Here's a look at some of the interactive experiences from artists and brands offered during the festival's first edition.