Creative Duo Behind Dead & Company and U2’s Sphere Residencies on Why Vegas Venue Demands a ‘Brave Performer’

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For their Sphere residencies, both U2 and Dead & Company turned to the British creative agency Treatment Studio.

has written another entry in the Grateful Dead’s 60-year legacy of live music reinvention. Beginning in late May, the band – comprised of founding Grateful Dead members Bob Weir and Mickey Hart, alongside John Mayer, Oteil Burbridge, Jeff Chimenti and Jay Lane – has delivered a series of three-night runs, each without song repeats and featuring a rotating carousel of visuals ranging from diaristic photo collages to abstract technicolor animations., which wraps this weekend with three shows Aug.

Such a strong concept, it turns out, that Dead Forever was still adding to its robust stable of visuals –which already included core pieces like the San Francisco liftoff and touchdown, created by famed Bay Area agency Industrial Light & Magic, and a pastoral, paint-by-numbers world designed by London company Art & Graft – as late in the residency as its penultimate weekend.

Treatment isn’t involved in Sphere’s two upcoming music bookings, Eagles and Anyma , and the firm has its hands full with other projects far from Sin City; whenjust hours before the singer’s German residency kicked off. But, Pattinson says, Treatment would “absolutely” like to return to the space in the future. “You really want to work with a band that, like U2 or Dead & Co.

The show begins and ends in San Francisco, but in between goes to both the cosmos and important venues from the Dead’s history, like Radio City Music Hall and Cornell University’s Barton Hall. Was balancing those elements difficult?We had to nod to the big moments in their career and venues and so on, and the characters and their graphics, and all those things that the fans are familiar with. But always been open-minded and they’ve always tried new stuff. That was very much the case in Vegas.

Even beyond Sphere, stadium and arena shows are becoming more complex and immersive. Do you think that’s becoming more important for fans as they choose which artists to see in concert?I think the only thing the audience cares about is making an emotional connection with the performer. And if the technology can assist that, then great. And if not, I don’t think they care at all. The intrusiveness of big visuals is a really, really delicate balance.

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