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
Latest videos
ARTIST: Peter Gabriel
CREATOR: Ernie Button
SONG: This Is Home (Dark-Side Mix) FROM i/o
Video info:
I was drawn to work with the song This is Home because the idea of "home" intrigues me. It’s a word that typically evokes comfort and belonging - rarely is it used in a negative sense. That emotional weight made the song a compelling foundation for visual exploration.
Travel and photography are two of the great joys in my life. They allow me to connect with places on a personal level. The more I return to certain locations, the more those places begin to take on the quiet, familiar feeling of home. I’ve often noticed the presence of a painted stick-figure on sidewalks and platforms of places I travel to, guiding travelers from one point to another - an anonymous, inanimate travel guide. That figure became a kind of symbol for me: a silent companion across different destinations.
Train travel holds a unique resonance for me. Where I live, it’s not a common mode of transportation, so when I travel by train, it feels both novel and deeply reflective. It’s a shared experience, yet also intensely individual - each of us moving along the same track, heading to vastly different destinations. It offers space for contemplation, for imagining what it means to return - to oneself, to others, to a place that feels like home.
In this project, I’ve used only my own still photographs that I have taken from some of my most meaningful travels to create all of the AI-assisted video sequences. Paired with Peter’s lyrics “There's nowhere else I’m going, I know this is home, and home is where I have to be… I know this is my home… you are my home” - the imagery becomes a meditation on what “home” truly means. For each of us, that meaning varies. It might be a person, a place, a memory, or a feeling. But the desire is universal - the need for a space, physical or emotional, that offers us comfort, connection, and belonging.
Song info:
This Is Home is a track taken from Peter Gabriel's album i/o, released on 1 December 2023. This is the Dark-Side Mix, by Tchad Blake.
Words and music by Peter Gabriel. Produced by Peter Gabriel.
Published by Real World Music Ltd. / Sony Music Publishing.
“This Is Home is a love song. It began with inspiration from some of the great Tamla Motown rhythm sections so we’re trying to recreate that in a modern way, complete with the tambourine and handclaps. The groove I like a lot, Tony Levin does a great bass part there.
I did an unusual thing for me in that I tried doing this low voice / high voice thing, so you get this almost conversational voice at the beginning and the second part is a higher, more emotional voice. I thought that would be both intimate and emotive to put the two side by side.”
-pg
ARTIST: Peter Gabriel
CREATOR: Ernie Button
SONG: Bread and Wine FROM Passion
Video info
There are musical artists that you connect with at a young age and if you are fortunate enough, they continue to create music as you go through life. Peter Gabriel is one of those artists for me. I can’t remember a time that I haven’t known his music. He has, unknowingly, created a soundtrack for my life.
The imagery that I am using is created through my photography series Vanishing Spirits: The Dried Remains of Single Malt Scotch as well as my travels to Scotland. It is a project that I continue creating images for and have been for the past 17 years. After the last drop of whisky has been consumed, there remains enough information in the residue for these patterns to form. The process from drop to dried image is filled with motion and dynamic patterns that nature brings to us. This video takes the viewer from the micro to macro views of the world through the lens of drying whisky. The first half of the video features the movement of actual drops of whisky drying and the patterns that form in the liquid. Once the drop reaches a point where it is ready to dry, the “garage door effect” occurs at one side of the drop and moves across the body of liquid, removing all moisture in its wake.
For the song selection, Peter has so many well-known songs that I wanted a deep cut that would help to complement the type of imagery that I create, forming a true collaboration in the spirit of the 5050 project. Over the decades since the Passion album was released, the music still resonates with me. The song Bread and Wine is meditation to me and nicely complements the meditative movement of the natural world of fluid mechanics. It feels like the perfect collaboration where the song and the images are trying to support each other. For the making of this video, I had to listen to the song hundreds of times and every time, as the notes of the tin whistle would fade into the distance, it would leave me with a little more peace, transporting me to another world.
Early in the Vanishing Spirits project, I started to study images from outer space because my images were naturally taking on an otherworldly feel to them. I studied planets and shaped my images to closely resemble them. This is my first-time using AI assisted videos and I really wanted to make sure it represented my photography in an authentic way. All of my AI videos were based on images that I created in my photography studio or took on my travels to Scotland. The red planet seen moving through space is a planet I created with the dried remains of a drop of 50 year old whisky. Both the song and the images attempt to transport the viewer to another place.
Song info:
Bread and Wine is a track taken from Peter Gabriel's album Passion, released in 1989. The album was the first release on the newly formed Real World Records.
Written by Peter Gabriel. Produced by Peter Gabriel
Published by Real World Music Ltd. / Sony Music Publishing.
‘Scorsese had asked for a new type of score that was neither ancient nor modern, that was not a pastiche but had clear references to the region, traditions and atmospheres, but was in itself a living thing.’
Latest creators
Nathaniel is a computational designer by trade, but outside of his profession he likes to start various personal projects. On occasion, he may finish some of them.
Ernie Button’s photography is best known for the portfolios Cerealism (landscapes and portraits created from breakfast cereal) and Vanishing Spirits: The Dried Remains of Single Malt Scotch.
His photography has been featured in a collaboration with The Macallan Single Malt Scotch in their Masters of Photography series in 2015. He has exhibited internationally including exhibitions in the United States, China, Scotland, the Czech Republic and Lithuania. Photo-Eye Gallery, based in Santa Fe, NM, has published Vanishing Spirits: The Macallan Collection through Photo-eye Editions.
The application of technology to the moving image has been a significant element in my 4-decade career in animation, from design through to direction. I began at the cusp of the transition from analogue to digital processes, with work on Paul McCartney’s “MPL” logo, that combined traditional hand-drawn animation with computer-assisted animation.
Albert Normandin is a professional photographer and movie creator, born and raised in Vancouver, British Columbia, Canada.
Jay Schankman is a content creator and multimedia developer.
I am most often found creating just for the sake of creating art. I am an artist free and unbound, on a mission to prompt, provoke and promote.
Mike Bennion is a British sculptor and painter living in the USA who discovered AI in the autumn of 2024 and now can’t stop making films with it.
ARTIST: Peter Gabriel
CREATOR: Nathaniel Barlam
SONG: The Family and the Fishing Net FROM Peter Gabriel 4
ARTIST: Peter Gabriel
CREATOR: Nathaniel Barlam
SONG: The Family and the Fishing Net FROM Peter Gabriel 4
Video info
I created this musical comic five years back as a way to exorcise the anxieties of my imminent wedding. Looking at it now, I’m glad to say my marriage has been far happier than the one depicted in my video.
Song info:
The Family and the Fishing Net 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.