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SuccessfulCasesoftheUseofInnovativeToolsandTechnologyintheCreativeIndustriesFieldMaría-ngelesCarabal-Montagud,VirginiaSantamarina-Campos,GavinO'Brien,andMaríade-Miguel-MolinaAbstractTheaimofthischapteristopresentsuccessfulexamplesoftechnologyandthecreativeindustriescomplementingeachotherandworkingtogether,aswellastohighlighthowthetransferoftech-knowledgecanbeappliedtocreativeindustries,suchaslming.
Inordertodothis,weanalyseindetailsuccessfulcasestudiesbetweennewtechnologyandinnovationingeneral,discussingsomeexam-plesthatareeithercurrentlyemergingorfullyconsolidated.
Subsequently,weexplorethesuccessfuluseofdroneswithincreativeindustriesinrecentyears,acrossavarietyofculturallyimportantindustriessuchasprofessionalphotography,aerialphotographyandlming,advertising,thelmindustry,television,performingarts,videogaming,architectureandheritage.
Theaimofthistohighlighttheimpacttheygenerateinthecreativesector,whichinturnhasledtoarevolutioninthemeansofgeneratingcontentandcreativeexperiences.
1RelationshipBetweenTechnologyandCreativeIndustriesTheCIisthesectorthatmostusesnewandinnovativetechnologiesandtoolstomakeprogressinitsprojects,inordertosearchforopportunitiesatabusinesslevel.
Ifthereissomethingthatdistinguishesdifferentsectorswithinthecreativeindustriesfromotherindustries,itistheirentrepreneurialcapacityandheighteneduseofinnovativetools.
M.
-.
Carabal-Montagud(*)·V.
Santamarina-CamposConserv.
&RestorationofCult.
HeritageDepartment,UniversitatPolitècnicadeValència,Valencia,Spaine-mail:macamon@crbc.
upv.
esG.
O'BrienClearhead,Luton,EnglandM.
de-Miguel-MolinaManagementDepartment,UniversitatPolitècnicadeValència,Valencia,SpainTheAuthor(s)2018V.
Santamarina-Campos,M.
Segarra-Oa(eds.
),DronesandtheCreativeIndustry,https://doi.
org/10.
1007/978-3-319-95261-1_569Itcouldbesaidthattheyserveasalinkbetweentechnologicalresourcesandtheculturalfabric,ofsociety.
TheCIshavethepossibilityofgeneratingcreativediscourses,whichreachawidesectorofsocietyandareechoedbysocialnetworks.
Theseindustriessparkinterestacrossthesechannelsduetotheircapacitytobethought-provokinglyinnovativeand,assuch,technologyandinnovationandthecreativeindustriesareabletosharetheinterestofthegeneralpublic.
Sincetheyhavebeenunitedinrecentyears,theyhavemanagedtochangethecontextandthecontenttheyrepresent,makingitmoreplayfulandattractive,succeedinginappealingtoanever-greatermajorityofthepublic,motivatingthemandgeneratinganexpectationwithrespecttonovelties,duetothespeedwithwhichadvancementsaremade.
1.
1TheIC:SocialandEconomicContextCreativeindustriesaccountfor3%oftheworldGDP,accordingtotheInternationalConfederationofSocietiesofAuthorsandComposers(CISCAC2015),whichimpliesaneconomicimpactofalmost1835billioneuros,generatingemploymentfor1%ofthesociety,around29.
5millionpeople,accordingtotheaforementionedreport.
WithinEurope,thesamereportshowsthat7.
7millionpeoplecurrentlyworkwithincreativeindustries,withabout578billioneurosinrevenue,makingitthesecondlargestCCImarketandnumberoneinadvertising(CISCAC2015).
Takingtheseguresintoaccount,theeconomicimpactofthissectorimmediatelyredoundstothesocialfabric.
Thiseconomicdataclearlyindicatesveryhighrevenueandshowsthatfocusoncultureandsectorswhichhavegreatculturallysymbolicvalueareadrivingforcefordevelopmentthatgeneratesincomebothdirectlyandindirectly.
TheGlobalReportonCulturalPolicies:FocusonUISDataandAnalysis(UNESCO2017),pointsoutthatdigitaldistributionplatforms,exchangenetworksandexportstrategies,mainlyintheaudiovisualsector,arehelpingSoutherncoun-triestoenterintotheinternationalmarketofculturalgoodsandservices.
Assuch,aneconomicimpactlinkedtothedevelopmentofthedifferentregionsisseen.
Snowballdemonstratesthatcultureplaysanessentialroleinmanyeldsthatareinherenttoit,suchasentertainmentandeducation,aswellasincreatingandstimulatingsocialawareness,withoutlosingsightofitscohesivevaluetosocialcollectives(Snowball2016).
Culturetranscendsanyeconomicmodel,however,andwhendiscussingcreativeindustries,itisnecessarytotakeintoaccountbusinessmodelsthatareeconomicallyviableandprotable.
Cultureisauniversalbasisforallsocietiesandiscapableofgeneratinginclusivesocialdevelopmentbasedonveryfragmentedrealities.
Ithasanimpactontheentiretyofsociety,oneducationandonthetransmissionofideas,andsometimesresultsinless-quantiabledata,suchassocialenrichment.
Afterevaluatingtheimpactofculture,CIisprojectedinsociety,havingresultswhicharehighlyvaluabletosociety.
Thisvaluemotivatesvariousgovernmentsto70M.
-.
Carabal-Montagudetal.
generatepubliceconomicaidtoinvestintheirdevelopment,thussupportingproduction.
1.
2UseofInnovativeToolsandTechnologyintheCIAccordingtotheEuropeanEconomicandSocialCommittee,CImusthaveatechnologicalcomponentandalsoaddcreativevaluethatprotectsintellectualpropertyrightsintheinternalmarket.
Additionally,CImustpromotethesearchfornewtechnologiesandinnovativeusesofproductsandprocessesonaninterna-tionalscale.
TheseprocessesmustmeettheEuropeanqualityregulationsandthereforeguaranteethedevelopmentofvaluechainsthroughnetworksandcommondistributionsystems(PezziniandKonstantinou2013).
ItisalsoimportanttopointoutthatsomeofthecommonchallengesofCIincludeanincreasingimpactontheproductionanddistributionprocessescausedbytheconversiontoadigitalsystemandthediffusionofnewtechnologies,andthedemandforgreatersynergiesbetweenthecreativeworldandculturalandtechnologicalinnovations(PezziniandKonstantinou2013).
AccordingtoWang(2012),thecreativeindustry"isanemergingindustryformedonthebasisofintegratingandusinginformationtechnologyandrelevantliterature-basedbusinessmodelsincombinationwithresearchanalysisregardingvariousfactorsintheindustry".
2SuccessfulUsesofInnovativeToolsandTechnologyintheCIInthefollowingsection,weanalysevarioussuccessfulcasesofinnovationtoolsinthecreativeindustriesandtheimpactoftechnologiesinthevariousareasthatmakeuptheseindustriesingeneral.
Alsointhissection,wetakealookattheinnitepossibilitiesofferedbytechnologyregardingcreativeindustries.
Someinstancesofthisoccurringdemonstratethedevelopment,expansionandvisibilityofthesetechnologiesintheCI.
Thesedronesareoneofthemostimportanttechnologicalassetsofrecentyears,consideringtheuseofRPAShasdisseminatedinCI.
2.
1SuccessfulExamplesinCIinGeneralNewtechnologieshaverevolutionisedthecreativeindustries,giventhatitistheeldwheretheyaremostvisibleandwheretheyaremostapplicable.
Itisnotsurprisingthatspecicterminologyhasemergedthatunitesbotheldsastheso-called"digitalartists".
SuccessfulCasesoftheUseofInnovativeToolsandTechnologyinthe.
.
.
71Wecouldlistamultitudeofsuccessstories,suchastheuseof360videosandvirtualaugmentedrealityinthecinematographicorpublicityeld.
Thereisalsotheadditionalexampleofcurvedtelevisionscreenstoprovideanimmersiveexperience,improvingthepanoramiceffectandgivinganexperienceclosertothatofreality.
Anothernoteworthyuseoftechnologyisaudiovisualandinteractiveinstallations,experimentalelectronicmusicandmultimediapresentations.
Inthesecategories,weobservethegrowingincorporationofartandtechnologyincompaniesdestinedtothemovieindustry,suchasPixar.
ArtandtechnologycomestogetherthroughinteractiveVideoMapping,usedtocreatevirtualspacesin3Dand4D,forvariousmediumssuchasdance,sculpture,performancesorreproductionsofexistingarchitecture,withtheunicationofillustrationandnewtechnologiesorinteractiveVideoMappingcreatingvirtualspacesin3Dand4Dfordance,sculpture,performanceandthereproductionofarchitecturalworks.
VideoMappinghasmul-tipleusesinCI(HiggsandCunningham2008),anditisalsousedintheeldoflmmakingandvideogames,inwhichitfacilitatesthecreationofimmersivevirtualspaces.
Theexampleofelectronictextilesappliedtofashionhasalsogainedspecialrelevanceinrecentyears.
Electricclothesandsmartclotheshavetakenformasso-called"wearables"orsmartdevicesappliedtohautecouture.
AnexampleofthisisAdrenalineDress,whichincorporatesanIntelchipthatinteractswithvariousmoods.
Anotherexampleisthecreationofanintelligentshelterthatincorporatesinfraredtechnologyorfabricsthatmeasurethepollutionoftheair.
GoogleJacquardhastakeninitiativeintheeldofthetextileindustry,creatingtherstgarmentsthatintegratetheunderstandingoftactilegesturescapableofactivatingdigitalservices.
AsGoogleindicatesinthedescriptionoftheclothingcreatedwithtextilerawmaterials,togetherwithtechnologicalmaterials,"Bystartingwithrawmaterials,suchasyarnsandtextiles,wefoundwaystoprovideunprecedentedaccesstothedigitalworldthroughitemsthatarenottypicallyconsideredtobetechnology.
So,yourmostbeloveditems—afavouritejacket,apairofshoes,thebagyoutakeeverywhere—willkeepyouconnectedtoyourdigitallifeinnew,seamlessways"(Google2015).
Theideaarosein2014and,togetherwiththecompanyLevi's,theyhavebeenworkingonthisinnovation,whichwaspresentedattheCooperHewittSmithsonianDesignMuseumin2016,fortheirpermanentcollectionasapartofthehistoryofAmericanDesign(Google2015).
Theirtechnologicalgarmentscanbepurchasedthroughtheirwebsite.
AlsofromGooglecameMagentaprojects,whichusesneuralnetworksforthecreationofmusicalandartisticcompositions,andDeepDreamsoftwarethatusesalgorithmsandadjuststhemtotheneuralnetworktocreatepsychedelicimages.
Anotherfunctionofthistechnologyandagreatsuccessininnovationistheabilitytobringthecreativeindustriesclosertospectatorswhohavedisabilitiesandallowthemtoenjoythemaswell.
3DPrintershaverevealedthemselvesasoneofthemostcapabletechnologicaltoolstoofferthemselvesinaversatilewayinamyriadofelds,includingbreakingdownsensorybarriers.
Examplesofthisarecasessuchastransferringworksofart,photographsorcomics,amongotherworks,intoatactileformatsothattheblindcanenjoyworksthattheyotherwisewouldbeabletoexperience.
ThePradoMuseuminMadridpresentedtheTouchingthePradoproject72M.
-.
Carabal-Montagudetal.
in2015,beingtherstinitiativetoreproduceworkswith3Dprinters,aimedatvisuallyimpairedvisitors,sothatblindpeoplecanexperienceart.
Thisinitiativehasbeenfollowedbyothermuseumsandacademicinstitutionsaswell(MuseodelPrado2015).
Likewise,3Dprintershavebeenusedforamultitudeofaspects,suchasforcreatingreplicastopreservetheheritageofdigitalartworks,suchasforMOMO'sProject,ortomakemusicalinstrumentsorshortlms.
Inshort,CIsaretheidealplatformfornewtechnologiestoreachallaudiences,duetotheircapacityfordissemination.
Itwouldbeimpossibletodiscusseverycaseoftheserecentinnovations,sincewitheachpassingdaycomesanewinventioninthiseld.
2.
2SuccessfulCasesoftheUseofInnovativeToolsandTechnologyintheCIintheRPASFieldIfonetechnologycouldbesaidtohaverevolutionisedthecreativeindustries,inpracticallyallareas,itwouldhavetobedrones.
Dronesarehighlyversatilepiecesoftechnology,producingaerialimagesimpossibletoachievebyothermeans.
Theyareundoubtedlythefashionablegadgetofthemomentandassuchareevolvingquicklyduetotheirwide-reachingpossibilities.
Dronesareinthemselvesacentreofemergingtechnologicalinnovations,giventhenumberofsupportedformats,whicharealsoevolving,usingbothimagesashigh-resolutionframesorasvideoinmultipleformats.
JobopportunitieshavestartedtoemergeintheeldofRPASandtherearenowmultiplecompaniesthatareproducingworkusingaerialimagery,whichhasinturnmadethelegalregulationoftheseactivitiesnecessary.
Legislationregardingdronesiscurrentlystillbeingdeveloped.
AccordingtoSantamarina-Campos(2018)theEuropeanAgencyofSafetyAviation(EASA)iscontinuingtoworktoprovideacommonregulatoryframeworktosupporttheEuropeancompetitivenessandlead-ershipinthedronesectortodelivernewemploymentandbusinessopportunities".
Boththephotographyindustryinaerialphotographyandlmingpresentanindispensableresourceforthecreativeindustries(CIs).
Duetothedifferentheightsthatdronescanreachandtheireaseofuse,theyareatpresentoneofthesourcesoffundamentalaerialimages.
TheRPAShaverevolutionisedthetakingofimagesthroughoutvarioussectors.
Professionalphotographyishighlycompetitive,andofferinganewanddifferenthigh-qualityservicecouldbethekeytoanindividual'ssuccess.
Thepossibilitiesareendless,giventhatwhatwaspreviouslylmedwithhand-heldcameras,whichobviouslycannoty,cannowbelmedusingdrones(Image1),andtheyarefastbecomingafundamentalresourceforthecreativeindustryinallitssectors,atalllevels,includingprofessional.
Becauseoftheircapacitytocaptureentirelydifferentaspectsfromwhatweconsidertraditionalimages,therearealreadymanyphotographicconteststhatrewardthebestimagesSuccessfulCasesoftheUseofInnovativeToolsandTechnologyinthe.
.
.
73obtainedfromRPAS.
AnexampleofthisisSkypixelAerialPhotographyPrize,inwhichimagesthataredifculttoachievebyothermeansareobtained.
OneofthesefundamentalsectorsisArchitectureandHeritage.
Thisisoneofthesectorswheredroneshavebeenmostutilisedandhavealreadysavedalotoftimeincarryingouttaskssuchasmonitoringandinspectingtheinteriorsofbuildings,acommontaskforarchitects.
Withintheeldofheritagestudies,dronesareusedfortasksrelatedtotheconservationormaintenanceofbuildingsorlargestructures,forinspectionsofstructuralstability,etc.
,withouttheneedtousescaffoldsorothersafetyequipmentforimagesatacertainheight.
Theyarealsousedtohelpwithtasksinnewconstructionsites,frominspectingtheland,tomappingit,totakingmea-surementsandcoordinates.
Theysavetimeandmoneyforthistypeofoperation,wherepreviouslyitwasnecessarytouseexpensivesupplementarymeansorequip-ment,whichoften-requiredcomplicatedassembly.
UAVPhotogrammetryforMappingand3DModellingisanotherofthedisci-plinesthatcanbedevelopedwithinthesector.
Whencreatingsurveysofsitesandbuildings,generating3Dspaces,withexactmeasurementsispracticallyimpossibletoachievewithothertechnologies.
IntheArtsandcraftssectorthereisalsoaunionbetweendronesandgrafti.
AnexampleofthisisthecreationofgraftiwithRPAS,inthePaintybyDroneproject,developedbythedesignandinnovationrmCarloRattiAssociati.
Theycompletedaprojectthat,duetoitsgreatheight,wouldhavecostmoretimeandmoremoneywithouttheuseofthedrone.
Theprojectutilisedfourdronesthatcarriedsprayswithprimarycolours,intheCMYKsystem—magenta,cyan,yellowandblack—asprintshavetraditionallybeenmade.
Thedroneshadbuilt-insensorstospraythewallswithcolourandacentralcontrolsystemwhichallowedthedronestoyandtokeeptrackImage1Dronesusedinlming.
Source:Clearhead74M.
-.
Carabal-Montagudetal.
oftheirposition.
Theseunmannedaircraftmovewithinanetworktopreventaccidents.
Thedronespainteddrawingsthatweretransmittedviaanapplication.
Theworkappearedonbuildingsandwasacombinationofpiecescreatedbyasingleindividualandofmorepeoplecollectedthroughcrowdsourcingplatforms"(Ratti2017).
Advertisingagenciesprovideacreativepointofviewtothemarketingandbrandingstrategiesoftheirclientsinordertopromoteandselltheirproductsorservices.
Theseagenciesare,aboveall,seekingtohavemorefreedomofmovementtoexplorenewperspectivesfortheircreativeandartisticprocesses(Image2).
Inanerawhereaudiencesarebarragedwithmoreadvertisingcontentthanever,marketershavetoworkhardinordertostandout.
RPASareliterallyunlockinganentirelynewvantagepointontheworld,makingaerialfootageconvenient,fastandcheap.
Theyareusedasinnovativevideotoolsandoffernewperspectives.
Anexampleofthiswouldbetherecordingwithdronesfortherealestateindustry.
Dronesofferthepossibilityofregisteringabuildingfroma'polyangular'pointofview,therebyofferingacompleteviewofthepropertyinawaythatfacilitatesthetaskofadvertisinginanattractiveandveryvisualway,ofanexceptionallyhighquality,withaccesstohardtoreachareas,andbyminimisingrisks,costsandtime.
Also,theuseofpromotionalvideosofsites,citiesorlocalitiesand,fundamen-tally,intangibleheritage,whicharecollectedinvideoformat,supportusesandImage2Technologyusedinadvertising.
Source:ClearheadSuccessfulCasesoftheUseofInnovativeToolsandTechnologyinthe.
.
.
75customsthatformtheidentityofacertaingroupandthat,notbeingmaterial,serveasaconservativeandpromotionaldocumenttoattracttourism.
Thedroneshavechangedthewayoflmingthesetraditionsandshowingthemtousfrommultiplepointsofview,addingplasticityandpolyangularitytoadvertisingvideos,makingthemmoreattractive.
Anexampleofthiscanbefoundtheephemeraltraditions,suchastheFallasofValencia,Spain,recentlynamed"IntangibleHeritageofHumanity",whosetransitorynaturemakesthelmingandphotographstakenfromthedronesbecometheheritagedocumentitselfthatwillpreservetheexperiencehistorically.
SomecompanieshaverecordedpromotionalvideoswithRPASoftheFallasoftheCityCouncilofValencia,whichgivesthepossibilityofvisitingthenow-disappearedmonument,witharecordingthatservesasadocumentaryrecordfortheexhaustivenessofitsimages(Airworksmedia2014).
Theuseofdronesappliedtofashionhasrecentlysucceededinthemedia,attheDolce&GabbanafashionshowinMilanFashionWeek2018.
Onthismediacatwalk,eightdronesew,eachwithaluxurybagfromtheItalianrmfortheFallWinter2028/19collection.
A3-minutechoreographywasorchestrated(CNBC2018)inthemiddleofamusicandlightshow,inthepatrimonialareaoftheOratorybaroquediSantaCitàChurchinPalermo,Sicily.
Dronesarefashionableandservetoadvertisefashion.
Dronesareusedtolmortakepicturesofthistypeofevent,butinthiscasethefunctionofthedroneswentfurther,formingpartoftheshowitself.
Dolce&Gabbanahaveusedthemtomovemannequins,replacinghumanmodels,topresenttheirnewcollectionofhandbags,combiningfashion,withaluxurybrand,newtechnologiesandentertainment,toincreasethemediaimpact,generatinganadvertisingstrategyandpioneeringtheuseofdronesinthiscreativeindustry.
Theimpactoftheuseofdronesasmannequinshasnotonlycreatedaviralresponsefromthemassmediasector,butalsofromsocialmedia,becomingtheprotagonistofMilanFashionWeek2018.
Theyareasymbolofinnovationandanintroductiontothefuture(Image3).
MovieindustryThissectorhasgreatlybenetedfromtheuseofdrones,andhasbeenincorporatingthemintotheirtoolssincethetechnologywasrstdeveloped.
InHollywood(Flynn2016),theyarehighlightedinthelmingoflmslikeTheWolfofWallStreet(2013),TheExpendables3(2014),Chappie(2015),Specter(2015),JurassicWorld(2015)orCaptainAmerica:CivilWar(2016).
Therstoneiscitedbytheauthorin2012.
Therearenowproductionsthatarecompletelyshotusingdronesandlmfestivalsexclusivelyfordrones,suchasFlyingRobotInternationalFestival(FRIFF),whichisacelebrationofaerialcinematographyandsince2015awardsprizesindifferentcategoriessuchas:–X-Factor&bestinshow–News/documentary–Narrative–Landscape–Extremesports–Freestyle/fpv–Architecture76M.
-.
Carabal-Montagudetal.
–Featuringdrones–Dronie–Shawreel(FRIFF2017)TelevisionisamediaformassaudiencesandTVproducersareknownfortheircraft,originalityandcreativity.
Televisionispresentinmosthomes,anddroneshavemanagedtotransformtelevisionproduction.
Sincere-launchingprogrammessuchasPlanetEarthIIwiththisnewtool,whichallowsrecordingin4K,ithasbeenpossibletoachievecomplicatedpanoramasthatareimpossiblethroughothermeans.
"Nootherlmingmethodcanstartasequenceinsideabuildingandendupat400f.
altitudeinoneshot",saysBenSheppard,managingdirectorofSpiderAerialFilming.
AccordingtoTheIndependentSpider,theyhaveworkedonprogrammesasdiverseasDowntonAbbey,24hinA&EandChannel4'sDispatchestogivethevieweramorecompleteimmersionintothesubjectfromtheair(Newall2016).
Theconceptoftakingtelevisionimageshaschangedcompletelythankstotheperspec-tivesthatthedronesachieveandthepossibilitiesthattheyoffer.
Performingartsincludestheatre,dance,music(festivals),opera,magic,illusionandcircus.
Thesedisciplinesareoftensynonymouswithmovement,spontaneityandcreativity.
Therehavebeenperformancesinwhichseveraldroneshavebeenchoreographedtoyatthesametime,bywayofchoreography,creatinga"reworkdisplay",llingtheskywithluminousRPAS,suchasthatinChinainFebruary2017,organisedbythecompanyIntel,presentingitsprototypeofdroneShootingStar,adronespecicallydesignedtoemulatereworkswith4billioncolourcombinationswithLEDlights,whichcombinecoloursandarebuilttobelightweight,inordertoImage3Dronesusedinmovies.
Source:ClearheadSuccessfulCasesoftheUseofInnovativeToolsandTechnologyinthe.
.
.
77enhancesafetyinthesetypeofspectacles,potentiallymakingluminouspyrotechnicsnearlyobsolete(Morris2017).
Anotherexample,istheoneusedintheMotheroftheNationFestival,inMarch2018,thatshowedaspectacular500-dronelightshowincelebrationofthe"YearofZayed"inAbuDhabi,atthe100thbirthdayofthefoundingfatheroftheUAE,SheikhZayedbinSultanAlNayhan.
These500IntelShootingStarDronescreateanewformofnighttimeentertainmentandstorytelling—allowingcreativitytocometolifewiththeskyasourcanvas,andyinglightsasink("SignatureEvents—MotheroftheNationFestival"n.
d.
).
Thedrones"dancinginformation"isanotherofthetopicsproposedandimprovedinperformingart.
Itisamixtureofhuman,roboticandanimalmovements;aspaceformusic,dance,lightinganddronesinwhichtheshowiscreativeandimmersive.
TamásVicsekandhisresearchteamfromtheDepartmentofBiologicalPhysicsattheEtvsUniversityinBudapestcreateddronesthatcommunicatewitheachotherdirectlyandsolvetaskscollectivelyinaself-organisedmanner,withouthumaninterventioninthe"Dancingwithdrones"project.
Theprojectwasestablishedwiththeaimofunderstandingtheuniversalrulesofthecollectivemovementofanimalstocreatean"autonomousroboticherd".
Theuseofdronesandroboticsinthiscasebecomesaspectacle,interactingwithhumans,showstechnologicalprogressandcreativeindustries(DancingwithDrones2015).
Intheeldofmusic,wendyingdronesthatbecomeorchestralmusicians,creatingmusicandperformingcoordinatedandsynchronisedmusicalpieces,includ-ingasarobotorchestra.
KMelRobotics,aroboticscompany,designedRPAScapableofinterpretingmelodiesandcoordinatingwitheachother(Waxman2014).
Therearealsohybridmusicalshowsbetweenhumansanddrones,anexampleofwhichis"LOOP60Hz:broadcastsofTheDroneOrchestra",musicianJohnCaleandthearchitectLiamYoung,inwhichRPASyoverinperformancemode,ingamesoflights,whilethemusiciansinterpretthemusictotherhythmthattheygenerate,creatinganimmersivevisualspectaclewithchoreographyandinstru-ments,andgeneratinglivemusic.
TheCirqueduSoleilhasincorporateddronesinitstheatricalshowsonmultipleoccasions,whichhavethepossibilityofaddingtothemagicaleffectinthecircusenvironment,whichgivemovementtoinanimateobjects,withchoreographythatgeneratedspecialluminouseffects,untilcreatingtheillusionofaballetcoordinatedwithprecisealgorithms(Rhodes2014).
Anotherexampleofsuccessinthiseldhasbeen"FreedomFranchise",whoseworldpremierewasinDecember2017atMiamiArtWeek,oftheStudioDrift,togetherwithBMW.
Itisaperformancethatused300luminousdronestocreatetheeffectofaockofbirds;studyingthepatternsofstarlingsledtosoftwarebeingspecicallydesignedtointegrateintodrones,creatinganimmersiveeffectandreproducinganimalpatterns(Rhijnsburger2017).
Anotherexampleofasuccessfulcasewastheuseofdronesinthersttheatricalperformanceof"AerialBallet",whichwasperformedin2015inLagunaBeach,Beach,USA,incooperationwithdevelopmentteamSparkAerialinSanDiego.
ItwasdevelopedwithsevenPhantom3droneswithintegratedLEDlights,thatweresynchronisedtocreateartisticpatterns.
Thereisalsothecaseof"24drones"ofDaito78M.
-.
Carabal-Montagudetal.
Manabe,whichcombinedthedanceofdroneswithhumaninterpreters,interactingwitheachother,generatingemotionalspaces(DJI2015).
Thevideogameindustryusesregistrationofindoorenvironmentsforthedevel-opmentorexplorationofgamescenarios.
Theserecordscanbeusedasarststeptocreatingmorerealisticvideogames.
Atthesametimethisindustryseeksaffordableandtimesavingsolutions.
AnexampleofsuccessfuluseofdronesforvideogameshasbeentheUAVisualscompany,alongwithMilestone,foraMotoGPvideogame.
Themissionofthedroneshasbeentocarryoutphotogrammetrictechniquesandmapthespacestoobtaingeometricalmeasurementsofthespacesintheimagesthemselves.
AccordingtoUAVisuals"therearemorethan2billionvideogameplayersworldwide,TheeSportsindustryinparticularisthriving.
Revenueroseby51.
7%,to401.
8millioneurosin2016,andisexpectedtoapproach1.
22billioneurosby2020.
Ahugepartofthisriseisthankstoadvancementsintechnologyandinnovativenewwaysofacquiringimagery,suchaswiththeuseofdrones.
Theseadvancementshavemeantgamemakersareabletoproduceproductsthataremorerealisticthaneverbefore"(UAVisuals2018).
AnotherexampleofsuccessisAirhogsConnectMissionDrone,thevideogamethatbringstogetheraugmentedandvirtualreality,fromatabletwithrealdronesthatperformthetoursoverarealspace,pilotedaspartofthevideogame.
Therealdronemovementsaremixedonthescreenwithaugmentedreality,unitingrealspaceandvirtualspace.
Itis"therstrealdroneimmersedinanaugmentedrealitygamingworld"(Airhogs2018).
Itisavideogamethatallowsyouto"submergeyourselfinaugmentedrealityasyouythroughpowerrings,rescueciviliansandbattlealiensinthismassivemixedrealityworld"(Airhogs2018).
Moreover,theOfcialStarWarsdroneshavehadgreatsuccessamongfansofthesaga.
Threemodelshavebeenreleasedsofar:theStarWars74-ZSpeederBike,theStarWarsTIEAdvancedX1andtheStarWarsT-65X-WingStarghter.
"Thedronesthemselvesaretiny,featherweightmodelsthatarecontrolledviaanincluded2.
4GHzremotecontrol.
ThisremotealsopairswithyoursmartphoneoverBluetooth,givingyoucontrolviathefreePropelStarWarsBattleDronesapp(iOS/Android),whichrunsbothtrainingsimulationsandlivebattletracking"(Cohen2017).
ThereleaseoftheMillenniumFalcondroneispredictedtocoincidewiththepremiereoftheHanSolospin-offmovie(Trenholm2017).
Thisexampleisaunionofmultipleareasofthecreativeindustries,combiningvideogameswithcinema,generatingepicbattlesthatcreateinteractiveandlmicspaces.
3ConclusionsAfterthedetailedstudyofsomeofthemostoutstandingsuccessstoriesoftheuseofnewtechnologiesandinnovationinthecreativeindustries,wecanconcludethatinnovationisinherentlylinkedtoCIintherstplace,giventhatdespitethefactthattheyapplytootherelds,theCIsarethemainexperimentationsectorand,atthesametime,themainplatformforreachingthegeneralpublic.
TheCIslinkedtoSuccessfulCasesoftheUseofInnovativeToolsandTechnologyinthe.
.
.
79technologiesarouseagreatsocialinterest,withwhichthereisatransferofinnova-tiontothesocialfabricalmostimmediately,whichisenhancedbysocialnetworksandthemedia.
Theyhavethecapacityforinstantdisseminationbecausetheyadapttosocietyinanimmersiveway.
TheCI,inadditiontohavingthemostdiffusionoftechnology,atthesametimegenerateaseriesofadvancesataneconomiclevel,withentrepreneurshipcapacity,becausetheyareintegratedintosocialusesandbecausetheygeneratebenetsforaround1%oftheworldpopulation,being3%ofworldGDP.
ItisobviousthattheadvanceofCIsistheadvancementofculture,whichhasadirectimpactontheproductionanddistributionsystems.
Withthischapter,wewanttopointouttheinnovationappliedtoCI,butmainlytheimpactofthedronesinthedifferentareasofproduction,notonlytheonesweareaccustomedtoinsectorssuchasphotography,videoorcinema,inwhichtheygenerateavisualdocumentationofgreatvalue,butalsoofferingthepossibilityofbeingpartoftheirownperformances,videogames,etc.
Inshort,droneshaveproventobethefutureandthepossibilitiestheyoffertoCIsareendless.
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