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CUBE | A Google & Semi-Permanent collaboration

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Published on Jun 2, 2014

The Cube is a new platform developed by Google's Creative Lab which allows filmmakers, musicians, artists and other creatives to make interactive films where the viewer controls the narrative structure. Six films - for example six concurrent scenes, or a music track sung in six different styles - are wrapped around a 'cube' which a viewer then manipulates to determine which sides they see. The audio is synchronised with the Cube's movement so that only sound from the sides currently in view can be heard.

For a viewer, the experience is playful because they control which sides they are viewing. In a musical context, for instance, that means having a new form of control over how a song sounds - a bit like having a six-track mixing deck at their fingertips. For artists, it is exciting because they can't guarantee what narrative path a viewer will take, meaning they have a chance to experiment with new ways of structuring film, music video, and video art.

The Cube can be experienced online, on a smartphone, or in an installation, and is the latest project to come out of Google's Sydney-based Creative Lab.

The first public installation of the Cube - at Semi Permanent - is a collaboration between Google, Semi Permanent, and the acclaimed directors Steve Ayson and Damien Shatford. Steve and Damien are both represented by The Sweet Shop.

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