Analogue Man in a Digital World


What do they say about food for the soul...

We are doing loads of work with our great clients Qmorphic - and because they have a division that is a music video factory (Popmorphic) we get to hear some breaking bands.

The favourite at DF HQ is a wee band called The Cinnamons and a track called Analogue man, to be fair the tracks Armed Robbery and The Business are pretty damn good too. Analogue man resonates to us living in a Digital World...

QMorphic is applying quantum physics to film production and creating 'Polymorphic' video; it's just awesome technology. In one take the footage is uploaded to the polymorphic box and is turned out direct into the player - no Editor required - hit play ('morphit') and away you go.

As a viewer you can edit the film live whilst it's playing and the whole lip synch is perfect.

I know I've mentioned this technology before but now that it's being developed for TV, MP4 players and mobile phones - just the whole idea of being able to edit X Factor or Celebrity Jungle so you only see the people you like or want to vote for. It will take a while to be adopted but you know what I've a feeling it will be everywhere in a few years.

Our initial challenge is marketing Popmorphic and the groundbreaking technology to bands and labels; their audience is typically 16 - 25 and it's a fact that this age group irrespective of social background are not good at adopting new technology - they're just in too much of a hurry and have a very short attention span...

But hey, here was an analogue man now living in an entirely digital world...

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