Cross-Industry Collaboration & Being On The Edge of Technology4 min read

Feb 8, 2019 | GENERAL, INDUSTRY INSIGHTS, OPINION PIECE

Long ago the idea of standalone industries made sense, but in order to reap future growth benefits, companies must break through the traditional barriers of industry walls. This has to be done so that collaborative opportunities that stretch across multiple business sectors can be explored.

What is Cross-Industry Collaboration?

In today’s day and age, we must look at and interpret the concept of cross-industry collaboration in a radically different way. When we analyse the traditional definition of cross-industry collaboration it can be said that it has become somewhat outdated.

In the past, there’s always been one dominant player in the middle of a collaboration, which was then supported by different players of all kinds that came together to solve certain problems. This had mostly to do with distribution or supply chain benefits.

In contrast, the real conversation these days is about creating new business models and orchestrating cross-industry customer journeys.

What are the Advantages of Cross-Industry Collaboration?

We must engage in cross-industry customer journeys in order to stay relevant. Collaboration done right can create immense value that could see the parties involved “owning the customer”. In recent times we have seen plenty of successful collaborations in the fields of fashion, music, gaming and film.

The lines between these industries are becoming more and more blurry as companies are realizing the potential positive impact that strategic collaborations can have on their businesses.

K/DA, Riot Games’ Pop Girl Group

Let’s have a look at a very interesting example that has happened quite recently. Riot Games, the developer of League of Legends, has created an Augmented/Virtual reality K-Pop group called K/DA that has driven a completely new fan base towards the game. The whole concept and idea were brought to life as a method of promotion designed to sell new skins for the game.

This fictional K-pop group appeared at the League of Legends World Championship, the conclusion to an annual month-long battle between e-sports teams hailing from the US, Europe, and Asia. The group debuted their song “Pop/Stars,” at the game’s championship in Incheon, South Korea. K/DA is made up of real singers, including two members of the K-pop group (G)I-dle.

 

 

The Live Performance

The music video exceeded 20 million views within four days and reached number five on the Apple Music pop charts in the US, performing better than any other League music video, according to Riot, but it was the live performance that left people with visible excitement on their faces.

While the tournament saw a series of high-stakes, high-intensity battles, the real talking point appears to be the excellent musical performance that opened the Grand Finals.

The two groups bust out the new song in a smart production that combined digital imagery with live action footage. The routine kept to the strong principles of K-Pop by showcasing a strong vocal performance paired with top-notch choreography, thanks to Ellen Kim, Bailey Sok, Stevie Doré and Eileen Harman were the choreographers,

The two girls from (G) I-dle, Soyeon and Miveon, sing for Akali and Ahri, respectively, while American pop artists Jaira Burns and Madison Beer sing for Kai’Sa and Evelynn. Jaira Burns released her debut EP, Burn Slow, earlier this year.

(G) I-dle consists of six members. Miyeon and Soyeon (K/DA’s members), as well as Minnie, Yugi and Shuhua. The group is from South Korea and debuted on May 2, 2018, with their first extended play titled I Am. They have experienced a surge in popularity and can be recognized by one of their famous songs called “LATATA”.

 

What Does The Future Hold?

There are many examples of how different industries can combine in order to bring a new fresh idea to life to expand market share within a given industry. I think we can accept and acknowledge that cross-industry collaboration is only going to become more frequent and necessary in the future.

The technological boom within the music industry cannot be ignored. Augmented reality marketing campaigns and 360-degree music videos are some of the more recent things we’ve been exposed to in the music tech-space but expect more full immersive experiences as technology progresses and the costs of production fall.

AI is even being used to scan through libraries of old successful hits in order to generate stems that are poised for optimal success. I think more songwriters will be working with artificial intelligence techniques in years to come.

Who knows what unconventional collaborations and technological innovations we might see in the coming months/years? And get excited, it is in BLACK ONE’s core DNA, architecture and culture to build an ecosystem that consists of content, lifestyle and technological components, where all of these forces work together in synergy to push the boundaries in the world of music. Down the road expect the music / media / social media / special effects (VFX) / lightning tech lab to come to the surface of the world.

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