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: Albert Normandin
SONG: i/o (Bright-Side Mix) FROM: i/o
ARTIST: Peter Gabriel
CREATOR: Albert Normandin
SONG: i/o (Bright-Side Mix) FROM: i/o
Video info:
The song blends earth, nature and life together which are all a part of everything. Creating a visual flow in an abstract way to bring that feeling all together. Using traditional photographic methods, sweeping motion and animation in the real world. The excitement, energy and joy that we are so fortunate to have in this life on earth.
We are all a part of everything.
- Albert Normandin
Song info:
i/o is a track taken from Peter Gabriel's album i/o, released on 1 December 2023. This is the Bright-Side Mix, by Mark 'Spike' Stent.
Words and music by Peter Gabriel. Produced by Peter Gabriel.
Published by Real World Music Ltd. / Sony Music Publishing.