The Visual Revolution: How Disguise is Shaping the Future of Entertainment

In today’s fast-paced entertainment industry, where cutting-edge visual graphics are not only a luxury but a necessity, one company stands out: Disguise. They’re not just providing services; they’re redefining how we experience concerts, sports events, and even cinematic productions.

Visuals that transform experiences in real-time.

A New Era of Concerts

Imagine attending a concert where the entire venue is transformed into a mesmerizing ecosystem, pulsing with light and color, making you feel as though you’ve been transported to another world. This was the experience created when the band Phish performed inside the Sphere in Las Vegas, surrounded by swirling jellyfish and bright coral visuals. Such stunning displays are the result of Disguise technology, which has taken the concept of live shows and elevated it to a cinematic spectacle.

It’s fascinating how James Dolan, the mind behind the Sphere, wanted to create a concert venue unlike any other, utilizing a 160,000 square foot screen that boasts the highest LED resolution available. But to bring that vision to life, Dolan needed a partner with expertise in high-stakes visual production.

Disguise: The Unsung Hero

Founded over two decades ago, Disguise has become integral to many celebrated artists, including Taylor Swift and festivals like Coachella. The company’s unique blend of hardware and complementary software allows for intricate designs that enrapture audiences. As the demand for such technology surges, their projections indicate that the virtual production market could balloon from $1.99 billion in 2022 to an astounding $7.13 billion by 2029. That’s not just growth; that’s a revolution in the making.

Disguise isn’t just content with music. They’re branching out into live sports and even news broadcasts, which broadens their horizon and potential considerably. For instance, collaborations with the Portland Trailblazers have brought augmented reality into basketball broadcasts, capturing the attention of fans like never before.

Innovative technologies are reshaping live sports experiences.

The Pandemic Pivot

While the live entertainment industry was brought to its knees by the pandemic, Disguise found a silver lining. The abrupt halt forced many creators to rethink how they produced content, leading to a significant spike in interest for virtual production technologies. They had already collaborated with Epic Games, where the combination of Disguise’s expertise with Unreal Engine paved the way for new opportunities. Following the pandemic, Epic Games’ investment not only helped stabilize Disguise but also set the stage for bigger partnerships, including one with the Carlyle Group, which now holds a majority stake.

In a recent conversation with Fernando Kufer, the CEO of Disguise, he stated,

“We created a category. We’re running it. Why not take advantage?”
This statement encapsulates the bold ambition behind Disguise’s mission. With plans to scale operations to meet the incoming demand, they aim to double their revenues from $100 million to $200 million in the near future.

Revolutionizing Broadcasting

As someone who values innovation, witnessing how Disguise merges technology with storytelling is remarkable. Their alliance with Netflix for productions like Sweet Tooth exemplifies how virtual production can push the creative boundaries of storytelling. With CJ ENM employing Disguise’s technology for its in-house virtual production studio, we see a future where content can be crafted in innovative ways — blurring the lines between reality and augmented experiences.

The integration of technology in storytelling is paving the way for new forms of entertainment.

The Road Ahead

As the lines between technology and creativity continue to blend in entertainment, it’s critical for companies in the visual technology space to stay ahead of the curve. Disguise is doing just that, with aspirations to lead in Hollywood, where a major part of their future revolves around collaborations with studios at the forefront of digital innovation.

The challenges posed by the pandemic might have slowed many businesses, but for Disguise, it has been the catalyst for growth and evolution. As entertainment transforms into increasingly cinematic experiences, the urge to innovate will be paramount.

Final Thoughts: I believe we are only scratching the surface of what’s possible when artistry meets technology. The next decade promises exciting developments that can potentially redefine how we engage with live events, movies, and television. For the everyday audience member and the creators alike, the future looks bright, and seeing it unfold is sure to be an exhilarating journey.

For further reading, check out Bloomberg.