WELCOME TO 50:50

Around the release of the album i/o we held a competition giving creators the opportunity to produce videos for some of my music. The competition was designed to be a playful and rewarding activity and as the submissions came in I was completely blown away by the talent on display, as well as the quantity and diversity of the entries, and the hard work that went into them. It was hugely enjoyable to be part of.
Photography: Nadav Kander
That experience has led to some discussions about trying to find a way to continue to allow a greater engagement between visual creators and my music. We are doing some work in the background that we hope will help facilitate a more equitable relationship between music makers and visual creators, that acknowledges the joint role they play in the content seen on platforms such as YouTube.
With 50:50 we want to explore ways to better reflect this joint creative endeavour, and hopefully provide a showcase platform for the best visual work.
For now, you can see some of the great videos that came out of the relationships forged by the initial competition and we are inviting any other video makers or creators, who might want to learn more about 50:50 and how to become involved in the future, to sign up here to receive news as plans develop.
-Peter Gabriel
ARTIST: Peter Gabriel
CREATOR: ALTER.LAB
SONG: San Jacinto FROM Peter Gabriel 4
ARTIST: Peter Gabriel
CREATOR: ALTER.LAB
SONG: San Jacinto FROM Peter Gabriel 4
Video info
The core idea of the video is the power of community. We sought to represent the spiritual experience of San Jacinto—the internal growth of a young person witnessing the disappearance of their community and territory—and, at the same time, the song's other great message: the importance of standing firm against the adversities of modern society.
We hope that the video not only captures this message but also reflects that its very creation is the result of a community process. We collectively shared ideas, tools, and workflows to create and assemble every single element. To achieve this, the use of generative tools was complemented by traditional animation and editing techniques.
We are honored to be part of the 5050 initiative, to build upon the important legacy of Peter Gabriel, and to join this community of incredible visual artists
Song info:
San Jacinto is a track taken from Peter Gabriel's fourth solo album, released in September 1982.
Words and music by Peter Gabriel. Produced by Peter Gabriel and David Lord.
Published by Real World Music Ltd. / Sony Music Publishing.