I’d much rather be a siren than a fire alarm.
The first video off of Slash’s #1 Rock Album SLASH, which hit retail in April and has received rave reviews worldwide, has been converted into full 3D, it was announced today in a joint statement by San Diego-based 3D Production & Conversion studio PassmoreLab & Slash.
The 5-minute rock music video, “By The Sword”, is the first single off the album and the first video ever from Slash to be released in 3D. It features the vocals of Andrew Stockdale of Wolfmother, and the ever-present blistering guitar work from Slash. The 3D video was released internationally today.
Slash, currently on tour promoting the album, has been on top of every aspect of the album and video process.
“Everything was cool, start to finish,” said Slash. “From Andrew’s vocals, to Vance directing me again, to PassmoreLab doing the 3D, it has been a killer experience and I am thrilled with it.”
Vance Burberry, Director of the video in 2D, said the video was a “wonderful, four month collaboration” between he and Slash. Burberry has a long history with Slash from his Guns ‘N Roses days, where he was Director of Photography on the band’s “Sweet Child o’Mine”, “Paradise City” and “Welcome to the Jungle” rock videos.
“On this one, we created a kind of post-apocalyptic future, where people are starved for music,” says Burberry. “We end up underground in this dark, deserted power plant bunker, where Slash and the band are mesmerizing an audience. When I found out that we were doing the conversion with PassmoreLab, I thought that environment was perfect for 3D.”
PassmoreLab began work on the project in May, and found the underground setting of the video was actually quite demanding. The conversion took about four weeks to complete, using PassmoreLab’s proprietary conversion technology.
“It’s edgy, dark and fast — everything you would expect from Slash,” said Steve Glum, PassmoreLab’s head of Branding & Distribution. “Everybody in the video is hypnotized by this murky hunger for rock n roll, and the quick camera cuts, sweeping movement, and low lighting gave us a real conversion challenge. But the final 3D product is very cool.”
SLASH hit the charts on April 6. Featuring an incredible lineup of rockers and vocalists like Kid Rock, Dave Grohl, Myles Kennedy, Fergie, Adam Levine, Chris Cornell, Ozzy Osbourne, Iggy Pop, and more, the album has been critically-acclaimed all over the world.
“We were very excited to do it,” continued Glum. “If you are going to produce an artist’s 3D rock video, Slash is definitely on the top of that list.”
SLASH is Slash’s first album as a solo artist, having previously recorded and toured most recently with Velvet Revolver from 2003-2008. One of the most recognizable rockers of all time, with his signature top hat, he is also critically recognized as one of the all-time best guitarists ever to play. In August 2009, Time Magazine ranked him #2 on its list of the 10 Best Electric Guitar Players of All-Time.
Always on the cutting-edge of music, art and technology, PassmoreLab has a solid background in rock and 3D music videos, working with New York garage-glam phenoms Semi Precious Weapons on the award-winning “Magnetic Baby”; with punk-rockers Osaka Popstar & the American Legends of Punk on “Wicked World”, with Rock ‘N Roll Hall of Famer Sammy Hagar on “Loud”, and LA art noir group Miss Derringer on “Black Tears”. PassmoreLab also delved into the rock-and-roll archives of famed photographer Bob Gruen to produce the first-ever 3D conversions of images from the Rock, Punk, and New Wave eras. Working together with Gruen, PassmoreLab developed an innovative new process to convert many of Gruen’s well-known images to a format that can be viewed on stereoscopic displays.
“By The Sword, in 3D!” will be seen in VOD on various network locations in Italy, Norway, Spain, Sweden, Australia, Japan & Canada; at the 3D Experience Entertainment & Technology Festival as the pre-roll to U23D in Times Square, New York City; and at Hard Rock Cafes in Barcelona & Madrid; additional locations to be announced.
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About Sirens of the Sonic Age Sirens of the Sonic Age is a site devoted to progressive music and the artists and fans who support it. Coverage of the latest news, concerts and releases will be posted continually to keep you informed. Profiles of up-and-coming artists as well as the great dinosaurs of innovative music will be included on the front page. Plus videos and music streams will be added for your pleasure. Music is an all terrain vehicle – allow yourself to jump in and explore. So strap in for a bit and enjoy the sonic ride.
About Connie J. Schlosberg I’ve been both a music fan and a participant for as long as I’ve been around. I’ve been a deadhead, a parrothead and a metal mamma. My interest for progressive music started after high school when I dated a guy who was heavy into such bands as Yes and Rush. He didn’t last long but my love for prog rock did. I expanded my horizons to any artist who is willing to put it all out there. When I studied acting at the Theatre of Arts in Los Angeles, my friends and I would hang out at the Rainbow and Gazzarri’s, furthering my tastes to heavy metal. I figured I would put my journalistic chops to good measure and start this site – both to entertain myself and expose new sounds to anyone daring enough to be open-minded. Please visit www.connieschlosberg.com for more information.
Copyright, Connie J. Schlosberg, 2012
What is Progressive Music?Any form of music that uses experimentation with its compositions including standard song structures such as the popular verse-chorus (ababacab). Musical arrangements often incorporate a variety of genres including classical, jazz, world music, avant-garde, hard rock and heavy metal. Lyrics are based on concepts, philosophies, and fantasy.
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