Project description
Bridging the digital gap in creative industries
The cultural and creative industries (CCIs) are struggling to keep pace with rapid digital advancements. Many creators and organisations face challenges in integrating new technologies while preserving the essence of their craft. As live performances and traditional art forms evolve, the gap between physical and digital experiences grows wider. There is also a need for cost-effective, accessible tools that foster creativity across diverse communities. The EU-funded AMPLIFY project addresses these issues by developing digital solutions for the CCIs. Focused on music, it creates two tools: AMPLIFY PORTABLE for remote collaboration, and AMPLIFY IMMERSIVE for enhancing live performances. Both tools are open-source, adaptable across creative sectors, and aimed at empowering artists and audiences to thrive in a digital future.
Objective
AMPLIFY is a consortium of artists, technologists and researchers from 8 European countries dedicated to facilitating the digital transition in the Cultural and Creative Industries (CCIs). It rests on three ideas: a) Music is humanity’s universal and transversal non-verbal language, enriching many CCI sectors; b) Physical–digital (phygital) experiences enrich the CCI offer with new opportunities; c) Impactful social value stems from co-creation by both professionals and non-professionals. AMPLIFY will develop, test and pilot two innovative suites of digital technologies empowered by AI and XR for CCIs. AMPLIFY PORTABLE is a cost-effective, easy-to-use tool to facilitate people in different places to play, learn and perform together, especially at community level. AMPLIFY IMMERSIVE enables producers to promote live performance experiences to distributed and remote audiences. Both tools will be open-source and, although focused on music, transferable across the spectrum of CCI sectors. AMPLIFY’s technology will be developed and tested with a diverse range of creative partners and situations in four small-scale pilot trials: 1) RENEWING TRADITION: Remote learning and performance in Gaelic folk culture (UK); 2) MUSIC WITH BABIES: Digitally-enabled music co-creation with families (PT); 3) STAGE DIVING: Augmented Reality concerts connecting artists and audiences (IT); 4) REVEALING OPERA: Immersive experiences of co-creation with communities (ES). The project will involve other CCI sectors from the start, explore their needs, desires and fears about the digital transition, and generate added value as early as feasible. AMPLIFY rests on a human-centric approach that balances the tools and their use, so that the whole project delivers not only innovative technologies, new ways of working and enhanced audience experiences, but also sustainable economic models consistent with the beliefs, values and practices of the creators and audiences for wider societal benefit.
Programme(s)
Funding Scheme
HORIZON-IA - HORIZON Innovation ActionsCoordinator
20009 Donostia San Sebastian
Spain
The organization defined itself as SME (small and medium-sized enterprise) at the time the Grant Agreement was signed.