Andria Moore

Evan Xie

When Taylor Swift announced her ‘Eras’ tour back in November, all hell broke loose.

Hundreds of thousands of dedicated Swifties — many of whom were verified for the presale — were disappointed when Ticketmaster failed to secure them tickets, or even allow them to peruse ticketing options.

But the Taylor Swift fiasco is just one of the latest in a long line of complaints against the ticketing behemoth. Ticketmaster has dominated the event and concert space since its merger with Live Nation in 2010 with very few challengers — until now.

Adam Jones, founder and CEO of Token, a fan-first commerce platform for events, said he has the platform and the tech ready to take it on. With Token, Jones is creating a system where there are no queues. In other words, fans know immediately which events are sold out and where.

“We come in very fortunate to have a modern, scalable tech stack that's not going to have all these outages or things being down,” Jones said. “That's step one. The other thing is we’re being aggressively transparent about what we’re doing and how we’re doing it. So with the Taylor Swift thing…you would know in real time if you actually have a chance of getting the tickets.”

Here’s how it works: Users register for Token’s app and then purchase tickets to either an in-person event, or an event in the metaverse through Animal Concerts. The purchased ticket automatically shows up in the form of a mintable NFT, which can then be used toward merchandise purchases, other ticketed events or, Adams’s hope for the future — external rewards like airline travel. The more active a user is on the site, the more valuable their NFT becomes.

Ticketmaster has dominated the music industry for so long because of its association with big name artists. To compete, Token is working on gaining access to their own slew of popular artists. They recently entered into a partnership with Animal Concerts, a live and non-live event experiences platform that houses artists like Alicia Keys, Snoop Dogg and Robin Thicke.

“You'll see they do all the metaverse side of the house,” Jones said. “And we're going to be the [real-life] web3 sides of the house.”

In addition, Token prides itself on working with the artists selling on their platform to set up the best system for their fanbase, devoid of hefty prices and additional fees — something Ticketmaster users have often complained about. Jones believes where Ticketmaster fails, Token thrives. The app incentivizes users to share more data about their interests, venues and artists by operating on a kind of points system in the form of mintable NFTs.

“We can actually take the dataset and say there’s 100 million people in the globe that love Taylor Swift, so imagine she’s going on tour and we ask [the user], ‘Would you go to see her in Detroit?’ And imagine this place has 30,000 seats, but 100,000 people clicked ‘yes,’” he explained. “So you can actually inform the user before anything even happens, right? About what their options are and where to get it.”

Tixr, a Santa-Monica based ticketing app, was founded on the idea that modern ticketing platforms were “living in the legacy of the past.” They plan to attract users by offering them exclusive access to ticketed events that aren’t in Ticketmaster’s registry.

“It melts commerce that's beyond ticketing…to allow fans to experience and purchase things that don't necessarily have to do with tickets,” said Tixr CEO and Founder Robert Davari. “So merchandise, and experiences, and hospitality and stuff like that are all elegantly melded into this one, content driven interface.”

Tixr sells tickets to exclusive concerts like a Tyga performance at a night club in Arizona, general in-person festivals like ComplexCon, and partners with local vendors like The Acura Grand Prix of Long Beach to sell tickets to the races. Plus, Davari said it’s equipped to handle high-demand, so customers aren’t spending hours waiting in digital queues.

Like Token, Tixr has also found success with a rewards program — in the form of fan marketing.

“There's nothing more powerful in the core of any event, brand, any live entertainment, [than] the community behind it,” Davari said. “So we build technology to empower those fans and to reward them for bringing their friends and spreading the word.”

Basically, if a user gets a friend to purchase tickets to an event, then the original user gets rewarded in the form of discounts or upgrades.

Coupled with their platforms’ ability to handle high-demand events, both Jones and Davari believe their platforms have what it takes to take on Ticketmaster. Expansion into the metaverse, they think, will also help even the playing field.

“So imagine you can't go to Taylor Swift,” Jones said. “What if you could purchase an exclusive to actually go to that exact same show over the metaverse? An artist’s whole world can expand past the stage itself.”

With the way ticketing for events works now, obviously not everyone always gets the exact price, venue or date they want. There are “winners and losers.” Jones’s hope is that by expanding beyond in-person events, there can be more winners.

“If there’s 100,000 people who want to go to one show and there's 37,000 seats, 70,000 are out,” he said. “You can't fight that. But what we can do is start to give them other opportunities to do things in a different way and actually still participate.”

Jones and Davari both teased that their platforms have some exciting developments in the works, but for now both Token and Tixr are set on making their own space within the industry.

“We simply want to advance this industry and make it more efficient and more pleasurable for fans to buy,” Davari said. “That's it.”

HBO Max

Last night, House of the Dragon took home the award for best TV drama at the Golden Globes. With a budget of around $20 million per episode, the widely popular HBO series was a huge accomplishment on the part of the cast, crew, and of course…the VFX team tasked with bringing the dragons to life.

To do so, requires modeling the dragons after already existing animals. For example, in episode two of the HBO series, the audience is first introduced to Daemon’s (Matt Smith) maroon dragon Caraxes. The beast appears on screen with piercing eyes and snake-like movements that immediately establish its cunning character.

HBO Max

According to Mike Bell, visual effects supervisor at Moving Picture Company (MPC) Caraxes was largely based on the awkwardness of “a greyhound [dog] laying down or sitting.”

The thinking there, according to Bell, was that Caraxes isn’t meant to be lying down. “Caraxes is supposed to be flying,” said Bell. “Which is why he has that kind of almost snake-like animation.”

But for visual effects artists, the process of taking the dragon from conception to the screen is easier said than done. Unlike its predecessor which only had three, House of the Dragon had 10 dragons shown on screen just in Season 1. The construction of each alone can take three to four months, according to lead VFX Supervisor Angus Bickerton.

“For the first couple of months, we were just designing the dragons basically,” he said. “So we were collating lots of real world references, and Miguel [Sapochnik] and Ryan [Condal] were very keen to follow George R.R. Martin's belief that the dragons should all be quite distinctive, and more colorful than they were before, and have quite definitive characters.”

One of the most complicated sequences for the VFX team was also one of the most visually stunning for viewers: Vhagar and Arrax’s fight scene at the end of the season finale. Bickerton said before any production or filming takes place, the team spends a few days on set just scoping out and marking the scene.

HBO Max

“We had to kind of work out the flight path,” Bickerton explained. “We knew that they were arriving and leaving Storms End. And we found a location in Iceland…so we used that as our design, and then we plotted out what the chase would be.”

The VFX team then used virtual production software, Cyclops, created by visualization studio Third Floor, to map out a rough draft of what the scene would look like. Cyclops uses augmented reality and game engine tech to overlay CGI assets over live video in real time. Basically, Cyclops displays a quick rendering of what a dragon or building would look like in a scene, so the cast and crew know their marks and can visualize the layout.

“That allows [Director] Greg [Yaitanes] and his DOP, Pepe Avila del Pino, to come in and use the iPad to explore and find shots rather than, you know, an animator sitting at a desk.”

Lux Machina, a visual technology studio headquartered in Los Angeles, worked to stage many of the sequences on set before and during filming.

“[Engine operators] are doing a lot of things like recording and capturing the data that we're shooting on set,” explained Julia Lou, engine technical director and virtual production supervisor for Lux Machina. “So recording things like where the camera was, and any lens metadata, and taking snapshots of what the settings were and stuff like that.”

After staging is complete, Lou works in real time with the VFX team to operate the visual effect assets that take place in real time during filming.

Once the scenes are staged and mapped out, on-set visual effects supervisor Ed Hawkins is responsible for ensuring that filming aligns with the VFX team’s request. Lighting cues and camera angles have to be “pretty meticulously planned out,” according to Hawkins, so that it matches what the VFX team will create in post-production. And two dragons with two riders for a fight scene like the finale means two separate shoots.

“That was one of the more complicated sequences,” Hawkins said. To create it, all the actions of the dragons and the camera movements were pre-planned using a revolutionary form of VFX technology that offers a major upgrade to the traditional green screen. Rather than placing the actors in front of a green screen and building out the special effects in post-production, the team uses huge LED panels that surround a physical set that display whatever background image is required. The “volume,” as the technology is referred to, can also respond to camera movements.

“Also in that particular setup (the finale), it was quite challenging because we had a lot of rain and wind and smoke, which you wouldn't normally put into a volume, because it's a big, expensive computer screen,” Hawkins explained.

That said, even with all this state of the art technology, creating 10 dragons with distinct features and unique personalities is no easy task. In fact, Bickerton confesses that the team did reuse one dragon from the old series: Drogon, Queen Daenerys’s most famous dragon in Game of Thrones.

“When I joined, I was handed an old fashioned, big hard drive with about eight terabytes of accumulated assets and data from ‘Game of Thrones,’” says Bickerton. “We tried to glean as much as we could from those assets. And one of the key assets, of course, was Drogon himself.”

One thing Bell said he’d like to work on if he comes back for Season 2, is continuing to build the dragons in more detail and hone in more on their personalities and corresponding movements.

“I'd like to see how Caraxes’s character develops because he’s such an incredibly unique dragon, different from everyone else,” he said.

With the rapid improvement in VFX technology, it’s possible fans will see even more of the dragons in future seasons. Having worked as the lead on the first and last two Harry Potter movies, Hawkins said those films are an excellent example of the evolution of visual effect technology.

“If you look at those sequences of films, you can almost see the whole arc of the way the industry has changed,” Hawkins explained. “Because, you know, the first film was shot on film, there was a lot of models and practical effects. But as it went through the sequence of builds, Hogwarts became a digital asset. It's literally the whole arc of going from the beginnings of digital effects to where we are now.”

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