credit: thetimes.co.uk
From an ethical standpoint, I see using holograms to resurrect dead artists as a blatant disrespect to their families; requesting to construct a hollow shell of them disguising it as a way of celebrating a legacy. In an interview with Rolling Stone, Pat Houston, Whitney Houston’s former manager and head of her estate explained the reason for the hologram tour, “It’s primarily just paying homage to her legacy. How many times can you just hear the same song over and over? This is a new way to experience the music”.
I believe there are many ways to pay homage to a loved one, but to attempt to recreate the image that once was, is not the way. It’s easy to say a holographic performance is a “new way to experience the music” but, is it necessary? Pat Houston argues “People need to understand, no one is trying to recreate our Whitney”. However, a Channel 4 news interview with the choreographer, Fatima Robinson revealed a body double is used to mirror Whitney Houston’s movements. Hologram tours have been described as “soulless money grabs” amongst the media.
The Whitney Houston tour alone charged £180 in the UK for a single ticket and $50-$75 in the US confirmed by Brian Becker, CEO of Base Holograms. I agree these ticket prices are “soulless” and extortionate for a project that is intended to honour someone’s legacy and artistry.
credit: independent.co.uk
The Guardian wrote about a possible Amy Winehouse hologram tour in 2019, “It was just a couple of years after her death that he [Mitch Winehouse] was first approached with the idea. “It was way too early,” says Mitch. “At that time, I could barely watch a video of Amy, never mind a hologram. I completely dismissed it out of hand”. It is questionable, why would a company be so eager to recreate a person after a traumatic death, rather than living artists.
Artists like Serena Ryder who is fond of holograms and considers “holograms might have a more practical application for living artists – I do not think there’s really anything that can replace actual human skin, the feeling of actual human emotions”. It’s intriguing to find out there are artists that desire to use the technology but you don’t see a lot about it in the media. Additionally, Canadian singer Grimes, concurred in an interview with NME stating, “I wanna do a hologram tour. Why do we keep doing them for dead artists instead of living ones who have stage fright?” which caused me to look at the bigger picture of holograms and the purpose they serve.
While there are positives to using holographic technology, they are overshadowed by the criticism and queries on whether we are abusing our power to create and if it is ethically sound.