When Raw Cereal were asked to create visuals for Machine Gun Kelly’s 2023 summer tour across Europe, they were simply told to mesmerise audiences. But working with other creative teams pushed them to create something greater by redefining MGK’s live performance by seamlessly integrating cutting-edge real-time effects, meticulous artistic design, and IMAG treatments.
The creative team recognised that MGK’s style demanded an equally dynamic and vibrant visual presentation. They drew inspiration from pop art, anime, and the ever-evolving punk spirit the artist has identified with from the beginning. They looked to MGK’s music videos and determined how Notch could bring them to life, harnessing the flexibility, adaptability, and extensive range achievable with a real-time workflow.
The team ran the entire show on laptops, so they had to do a lot of optimisation to ensure they ran at low latency, with which Notch’s built-in performance profiler helped immensely. With so many design elements coinciding, the creative team also had to be sure they didn’t lose the artist among the stage elements, including the sixteen-foot pyramid centrepiece. However, the team found they could easily manipulate their video effects with Notch, and they were able to continuously shine the spotlight on MGK throughout the performance.
Audiences loved the fusion of synchronised animations and immersive environments that elevated the concert experience. Most of all, they were struck by the unexpected familiarity with the music video looks, which unified old and new fans for an unforgettable spectacle.