At EDM Concerts it's No Longer Just About the Music for Top DJ's - New York News

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A Grateful Dead Experience at a EDM Show? It's No Longer Just about the Music for Top DJ's

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From Amon Tobin to Datsik to Infected Mushroom, more and more Top EDM Artist around the world are consulting with Vello Virkhaus and V Squared Labs.

Based out of Los Angeles, Virkhaus' V Squared Labs has been providing cutting-edge visuals to accompany electronic music since 2000. Operated by designers, multimedia artists, programmers, producers, as well as office staff, in addition to being an artist, Virkhaus has also taken on a director role.

CHECK OUT SOME OF VELLO"S SHOWS (DATSIK & INFECTED MUSHROOM) in the VIDEO CAROUSEL ABOVE

VSL's high quality and high tech presentations are as distinct as they are varied. From the heightened 3D experience of Tobin to the outer space one tailored to Oakenfold and the multiple worlds created for the Marquee, VSL provide a multi-sensory encounter for the audience.

A large part of why V Squared Labs' presentations work as well as they do is the airtight relationship the visuals have with the clients. It is the client who makes the initial approach so there is an understanding of what can be expected from the company.

COURTESY: Magneticmag.com

Virkhaus likens the VSL proposal process to that of an advertising agency. Once the potential client has approached the VSL, they put together a series of looks that set a mood. Anywhere from 15 to 20 images per page, a layout is developed towards putting together a collection.

The company just retrofitted the new EDM-heavy Hollywood club Sound and has done similar setups for electronica acts and events such as Skrillex, the Electric Daisy Carnival in Las Vegas and New York,  Hard events and the dance-heavy Sahara Tent at the annual Coachella festival in Indio. In essence, V Squared — a small outfit with a staff of nine — is creating the future of live shows in an era where music is made and played on software.

In addition to their many live music ventures V Squared Labs stunned the viewers of American Idol with dynamic video backgrounds for the top-rated show's 11th season.

Led by Vello Virkhaus and Emile van de Coevering, a team of V Squared Labs' animators worked around the clock to produce the various layers required for all of the set's components to come alive.

To achieve this high level of output, they installed a custom-built / in-house render farm, their signature real time 3D mapping tools and cutting edge graphic workstations. With an elegant yet epic set conceptualized and designed by, Heather Shaw, founder and CEO of Vita Motus Design Studio, the V Squared Labs' team was able to employ some new production and 3D mapping resources specifically designed for the show.

"The set that Heather designed was highly complicated. It utilized, front projection, rear projection and three different LED products." explains Vello Virkhaus (President of V Squared Labs and the director of visual effects for IDOL Season 11), "That, combined with the demands of producing custom content for a live show that broadcasts twice a week makes this project one of the most challenging and creatively rewarding shows we've produced to date."

This undertaking was a truly collaborative effort as the V Squared Labs team worked closely on creative concepts with American Idol choreographers, Napoleon and Tabitha Dumo as well as the finished looks with Executive Producers Ken Warwick and Nigel Lythgoe which enabled their team to create new video content for each contestant's performance on every episode. 

FOR MORE OF THE VELLO EXPERIENCE CLICK HERE to go to the V Squared Labs Web Site

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