LIAM PAYNE WARMS-UP THE CROWD WITH EXCLUSIVE FIRST-OF-ITS-KIND AR PRE-SHOW, AHEAD OF HIS 2021 EE BAFTA FILM AWARD OPENING PERFORMANCE
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- Ahead of the 2021 EE BAFTA Film Awards, Liam Payne delivered a live augmented reality (AR) real-time experience, created using EE’s award-winning 5G network, for mobile
- Fans across the country tuned in live for a first-look of Liam’s AR hologram, and playback and the chance to get ‘papped’ with AR Payne is now available on the AR app ‘The Round’
- The platinum-selling artist went on to wow the crowd in a spectacular EE BAFTA Film Award opening performance on BBC One, which saw Payne duet alongside his avatar, which was beamed on stage using EE’s award-winning 5G network
Platinum-selling artist Liam Payne wowed fans across the nation with two next level performances, kicking-off an unforgettable evening of entertainment. In an exclusive AR pre-show, made for mobile, Liam made history with a one-of-a-kind experience, where his real-time AR avatar was unveiled, before he hit the EE BAFTA stage to deliver a spectacular show, powered by EE’s 5G award-winning network.
The real-time AR experience was recorded live at 18:45 BST for fans across the UK, who enjoyed an exclusive first-look of Liam’s avatar ahead of the artist’s much-anticipated opening ceremony performance. In the AR studio, Liam wore a motion-capture suit, which featured over 50 sensors, with his movement and audio data captured using state-of-the-art technology, including 36 cameras and live audio feed, which was instantly transmitted for fans to enjoy through their mobile phone via The Round AR app as a live gig.
At 19:00 BST – before fans had even a moment to catch a breath – the EE BAFTAs on BBC One opened with a dramatic sequence reflecting that: “In a year where we haven’t been able to go anywhere…The magic of film has transported us everywhere”. As the music kicks in, the artist’s avatar appears on the Royal Albert Hall stage, opening the show in a one-of-a-kind 5GEE-powered duet, with real-life Liam who was dressed to impress in a sharp grey suit. The 5’9” avatar was incorporated into the innovative stage production and beamed through state-of-the-art holographic technology, powered by EE’s award-winning 5G network – a first for the platinum-selling artist who recently celebrated hitting 5.1 billion streams worldwide and having sold more than 23 million singles as a solo artist. During the euphoric performance, EE BAFTA viewers are transported through a year of film, all before Liam steps out of the hologram box to reveal the spectacular EE BAFTA setting.
For those watching at home, to deliver the best possible immersive AR live performance on mobile, the experience was tested and developed using EE’s award-winning 5G network on the ground-breaking Samsung Galaxy Z Fold2 5G handset. But for those who missed out on the live AR show, playback of Liam’s EE BAFTA AR performance is now available through the ‘The Round’ AR app to enjoy wherever you are – the park, living room or even on the bus. And from today, for one week only, EE is also giving you the chance to be the envy of all your friends and get papped with AR Payne through the app.
Liam Payne said: “Performing live via my own avatar in thousands of peoples’ homes, gardens and parks across the country, blows my mind! On top of that, opening this year’s EE BAFTA Film Awards - it just feels incredible. I’m really excited by the things you can do in tech right now and I can’t wait to see what we can do next”.
Marc Allera, CEO of EE, added: “Tonight was another great example of how our network is able to bring people closer to the action. We're excited to have shared with fans across the country not one but two immersive performances from Liam Payne, both made possible using our award-winning 5G network. I'm really proud of our team who made it all happen: a one-of-a-kind, personal AR live pre-show in real-time, which fans could enjoy on-the-go, on mobile; and, of course, on screen, and Liam’s spectacular 5GEE-powered duet with his avatar on BBC One. It was an EE BAFTA Film Awards I won’t forget!”
Amanda Berry OBE, Chief Executive at BAFTA, said: “To see Liam opening the show with such an amazing performance tonight was a great moment for EE and BAFTA. EE have supported BAFTA for over 24 years and each year their dynamic and forward-thinking ethos continues to elevate the Awards. It has been a wonderful evening of entertainment and celebration and I am pleased audiences at home were able to enjoy Liam’s AR performance thanks to EE’s innovative technology bringing Liam’s avatar to life. A huge congratulations to Liam on a great performance and to all of our BAFTA-winners this weekend.’
Liam’s next-level AR performance of ‘Midnight’, originally released in collaboration with Swedish music producer Alesso, is available on AR playback here.
For more information on EE’s partnership with BAFTA visit ee.co.uk/bafta
Notes to Editor:
- Liam Payne’s EE BAFTA opening performance was powered by EE’s 5G network, with his avatar projected as a hologram onto the stage of the Royal Albert Hall
- Original track: ‘Midnight’ – Alesso, ft. Liam Payne
EE runs the UK's biggest and fastest mobile network, offering superfast connections in more places than any other operator. EE brought the first 4G network to the UK in October 2012, and launched the UK’s first 5G network in May 2019.
EE has received extensive independent recognition, including being named the UK’s no.1 5G network by RootMetrics® in 2020 and being named the UK's best network every year since 2014 for the following awards: The Mobile Choice Awards, The Mobile Industry Awards and by RootMetrics®.
As well as offering mobile services to consumers and small and medium businesses, EE also provides home and business broadband using both 4G and fixed line connections.
EE is committed to being number one for service in the industry, and has nearly 600 shops across the UK. EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised as the UK’s Best Large Contact Centre by the UK Customer Experience Awards 2018 and Welsh Contact Centre Awards 2019. EE was awarded The Sunday Times’ Best 100 Companies to Work for in 2018 and 2019, as well as being named Best Employer 2018 by the European Contact Centre & Customer Service awards.
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The British Academy of Film and Television Arts (BAFTA) is a world-leading independent arts charity that brings the very best work in film, games and television to public attention and supports the growth of creative talent in the UK and internationally. Through its Awards ceremonies and year-round programme of learning events and initiatives – which includes workshops, masterclasses, scholarships, lectures and mentoring schemes in the UK, USA and Asia – BAFTA identifies and celebrates excellence, discovers, inspires and nurtures new talent, and enables learning and creative collaboration. For advice and inspiration from the best creative minds working in film, games and television, visit www.bafta.org/guru . For more, visit www.bafta.org.
About The Round
The Round app uses pioneering real-time motion capture and Augmented Reality technology, to transform your immediate surroundings into an immersive, virtual venue via your phone or device. The Round app facilitates premium, live, holographic performances - whereby artists, creators, performers and brands can virtually enter locations worldwide, for a shared and intimate experience with their audiences.