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: ALTER.LAB
SONG: Solsbury Hill FROM Peter Gabriel 1
Video info
Creating an animation for a song as legendary as ‘Solsbury Hill’ has been a profound honor for our team. As a cornerstone of Peter Gabriel's legacy, it's a track that has moved generations since 1977, and one that holds a special place in our own stories.
Our animation aims to capture the song's powerful core message: the courage to let go and embrace a new beginning, even in the face of an unknown future. We drew inspiration from the rich visual history of the song, which weaves together work from directors like Graham Dean and Peter Campus, and notably features excerpts from the film 'Cabbages' by David Stewart and Wesley West. We sought to reinterpret these collective elements to express the pivotal moment of transformation as Peter embarked on his solo journey after Genesis.
This theme is also deeply personal to us. In many ways, the animation is an allegory for our own journeys. Every member of our team has taken a similar leap of faith, leaving certainty behind to pursue a life in art—a path filled with challenges, but also with incredible satisfaction.
Song info:
Solsbury Hill is a track taken from Peter Gabriel's first solo album, released in February 1977.
Words and music by Peter Gabriel. Produced by Bob Ezrin for My Own Production Co Ltd.
Published by Real World Music Ltd. / Sony Music Publishing.
‘With the first album I’d just left Genesis and had been used to having roles defined, and so suddenly to find myself in a studio full of serious musicians (serious in terms of their ability and what they’d done and so on) was unnerving.
It took me three albums to get the confidence and to find out what I could do that made me different from other people. And the first record really was a process of trying …’ - pg
ARTIST: Peter Gabriel
CREATOR: Del Bey
SONG: Olive Tree (Bright-Side Mix) FROM i/o
Video info
Rooted in the tension between connection and survival, Del’s creative work explores the pull between grounding in community and the constant movement required to endure. Through digital collage, video, with symbolic imagery, she reflects on nature’s resilience and the search for peace and purpose.
Del documented corresponding times and dates on a stationary travel clock over three years - a meditation on stillness and documenting the growth of forty-year-old ficus trees' roots. Organic forms that, like olive trees, serve as living metaphors for memory, endurance, and renewal. They echo her own path as an artist, teacher, and caregiver, shaped by experiences influenced by her African-American, Jamaican, Cherokee, and European heritage.
Her layered process traverses Photoshop, Premiere Pro, iMovie, AI tools, and iPhone, reshaping and reanimating imagery until rhythm and movement emerge. The result is a body of work that holds both struggle and hope, offering space for renewal, presence, and connection.
Song info:
Olive Tree 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.
“This song is one of those taken from this next brain project that I am working on. We are entering a time in which reading each other’s thoughts will become a normal part of our lives. In this story our hero puts on the brain scanning helmet, that turns thoughts into pictures, and then sees all the deep connections he has with the natural world and in particular to one olive tree.
In many ways, we are part of everything and we probably have the means to connect and communicate with everything, yet we often shut it off. We only want to see and listen to the things that seem important and relevant to us and shut out the noise of everything else. But probably, hidden in that noise, there are all sorts of things that can help us realise our place in this future world and help us remember we are still apes who need a healthy natural world to survive.”
-pg
Latest creators
Dave is a double Cannes Gold Awarded Creative Director and Screenwriter with over 20 years’ experience working with some of the world’s most iconic brands and creative agencies.
He has both a Writer and Art Director background and loves to create bold, disruptive work that moves people. His approach is strategically rigorous, conceptually driven, and executionally arresting. He now brings all of this insight and know-how to Generative AI.
Del Bey (M.Ed., MFA, BFA) is an artist and arts educator, exploring emotionally provocative and socially relevant images at the intersection of photography, video art, and augmented reality experiences, merging visual textures, photography, and digital technologies to weave a digital tapestry of personal visual expressions.
The writer and director of 'My Movie' is Hrant Vardanyan. He was born in 1962 in Yerevan. In 1995, he graduated from the State Institute of Physical Culture as a water polo player.
His wish to create has been present since he was a child. In his adolescence, he wrote, drew, and even made silverware, all in an attempt to create something of his own. His dream to make movies also stems from his adolescence when his father gifted him with a Quartz 8mm camera with all its lenses. After searching for years, he finally came to cinematography.
In 1995, he filmed his first short film, 'Silence.' His many commercials and video clips received awards.
In 2011, Hrant Vardanyan founded 'Arev Film Studio,' where he works as a director and producer. He co-wrote the short film '1+1=1' with Russian playwright Vadim Levanov.
I consider intuition to be my greatest strength - that subtle energy that guides me and allows me to read life as a journey of constant evolution.
Each experience was an opportunity to expand my perspective and explore new ways of storytelling. I’ve always felt the need to leave a subtle trace, a loving intention behind every project, a message that connects beyond the screen.
Today, I can clearly see how every experience, every step in my path, has aligned with precision to shape who I am.For me, audiovisual language has become a channel for healing, deep connection, and collective memory, a way of touching the invisible through the visible.
ALTER.LAB is a borderless generative art laboratory that brings together a diverse team of scientists, visual artists, musicians, and programmers from Mexico, Canada, and France. Renowned for exploring the intersection of creativity and technology, the laboratory brings complex narratives to life through a unique vision where manual art and code converge.
Costas Papageorgiou is a Greek photographer and visual artist. He is also a physicist with postgraduate studies in Distance Learning. Since 2009, he has been actively involved in photography and video art, frequently participating in group and solo exhibitions as well as multimedia projects in Greece, Cyprus, Austria, Ukraine and the United Kingdom.
ARTIST: Peter Gabriel
CREATOR: Dave Johnson
SONG: Games Without Frontiers FROM Peter Gabriel 3
ARTIST: Peter Gabriel
CREATOR: Dave Johnson
SONG: Games Without Frontiers FROM Peter Gabriel 3
Video info:
Games Without Frontiers has always been a favourite from Peter Gabriel's oeuvre, a song that brilliantly lampoons the absurdity and dangers of political games, power struggles, and the theatre of war. Tragically, it feels as pertinent today as ever. That made me keen to choose it, and my hope is that the heightened, surreal, and narrative approach I’ve taken complements the song’s mix of satire and menace.
Working with AI felt like a natural extension of Peter’s experimental spirit in music videos - a way to amplify the song’s themes and push the visual language far beyond what a conventional music video budget would allow. The mind boggles at what it might have cost to achieve this the traditional way.
Song info:
Games Without Frontiers is a track taken from Peter Gabriel's third solo album, released in May 1980.
Words and music by Peter Gabriel. Produced by Steve Lillywhite.
Published by Real World Music Ltd. / Sony Music Publishing.