Gorillaz Debut AR YouTube Experience At Coachella

May 6, 2023

Always a champion for innovation, Gorillaz unsurprisingly pushed boundaries at Coachella with a seemingly real-time AR installation that leveled up their live set for at-home viewers.

While I wasn’t able to attend Coachella this year (sad face), I, like so many others, was made incredibly aware it was happening. From blowing up my social media to client out-of-office emails to texts from friends onsite asking if they might run into me there, I looked on lovingly at one of the most infamous mainstream US festivals.

“AR has the potential to revolutionize the way we watch and engage with TV performances,” says Niamh Byrne, founder of Gorillaz’s Eleven Management. “Gorillaz are perfectly positioned to experiment with the canvases that exist between physical and digital.”

Gorillaz’s augmented reality (AR) offering was tied to their 2023 song “Skinny Ape.” This award-worthy case study made for augmenting a YouTube livestream, layers a larger-than-life 2D (the band’s imaginary frontman) on the very top of the proscenium and syncs up perfectly with Albarn performing live on stage.