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: Diego Borrillo
SONGS: Various
Video info:
‘Unconditional Love’ is a documentary born from intuition, during a transformative journey to El Durazno, Villa Yacanto, Córdoba, Argentina.
With no script and no preconceived idea, filmmaker Diego Borrillo began to record everything he felt with his video camera. He didn’t know why, or for what purpose. There was only an inner voice telling him: “just record.” And so he did.
Some time later, upon returning from his journey and reviewing that intuitive archive, a new surprise emerged: every image, every fragment, seemed to align perfectly with the songs of Peter Gabriel, whose music had accompanied the entire process in a magical and deeply synchronised way.
This piece invites us to release control and trust the timing of life. To understand that the invisible guides us, that nature teaches us, and that unconditional love is our natural vibration.
The video is fully set to the music of Peter Gabriel, creating a powerful bond between image and sound, emotion and vibration.
Subtitled and interpreted by: María Escobar Aguiar
Reviewed by: Diego Borrillo
Creative process acknowledgements: Peter Gabriel, Héctor and Marisa “Ahimsa”, Mariela Fernández, Facundo “Sueños de ruta”, Sergio Parma, Juan José Berardone, Fátima Chediak Riccio, Barrio “El Faro” (El Durazno), Valentín Borrillo, Walter Escalante.
Song info:
‘Unconditional Love’ features various songs by or performed by Peter Gabriel.
The Book Of Love
i/o (Bright-Side Mix)
Playing For Time (Dark Side Mix)
Solsbury Hill
Olive Tree (Bright-Side Mix)
Panopticom (Bright-Side Mix)
Playing For Time (Dark-Side Mix)
In Your Eyes
Love Can Heal (Bright-Side Mix)
Come Talk to Me
Come Talk to Me (live)
Sledgehammer
Washing of the Water
Mercy Street (New Blood Orchestra Live in London 2012)
Four Kinds of Horses (Bright-Side Mix)
Biko
San Jacinto (New Blood Version Instrumental)
This Is Home (Dark-Side Mix)
So Much (Dark-Side Mix)
Here Comes the Flood (Guitar Center Sessions)
Road To Joy (Bright-Side Mix)
Blood Of Eden
Blood Of Eden (live)
My Body Is a Cage
Shock The Monkey
Live and Let Live (Dark-Side Mix)
The Court (Dark-Side Mix)
Digging in the Dirt
Digging in the Dirt (Back to Front / Live)
Red Rain (Growing Up Live)
Don't Give Up
And Still (Bright-Side Mix)
Philadelphia
All songs words and music by Peter Gabriel, published by Real World Music Ltd. / Sony Music Publishing, except The Book of Love written by Stephin Merritt, published by Notting Hill Music (UK) Ltd, My Body Is A Cage written by Win Butler, Régine Chassagne, Richard Parry, Tim Kingsbury, William Butler, Jeremy Gara, published by EMI Music Publishing Ltd and Philadelphia written by Neil Young, published by Jubilee Music Ltd.
ARTIST: Peter Gabriel
CREATOR: Arielko
SONG: We Do What We're Told (Milgram’s 37)FROM: So
Video info:
Created entirely from images and videos in midjourney, this video takes its cue from the song’s title and points to the fact that we are constantly being told what to do, by the multitude of signs and buttons we are confronted with. The video ends with where this is all leading us, and ultimately with our inherent choice and responsibility of what to do about it. Just like the subjects of Milgram’s famous experiment, we need to decide.
Song info:
We Do What We’re Told (Milgram’s 37) is a track taken from Peter Gabriel's album So, released in May 1986.
Words and music by Peter Gabriel. Produced by Daniel Lanois and Peter Gabriel.
Published by Real World Music Ltd. / Sony Music Publishing.
‘In a way, with this track, I was trying to understand how we as a species do truly horrible and barbaric things to each other during situations like wartime. Originally I called it Milgram’s 37 and then it became We Do What We’re Told which was just the chorus repeated again and again. When we played it live, I used to ask people to sing along with the chorus. I think some people got the irony but not everyone.’
-pg
Latest creators
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.
I am an artist at heart with a passion for the Fairlight CMI, music and visual arts. Recently I’ve been involved with other creatives who have pushed me to expand my abilities, get out into the world a bit and connect more with people and nature.
Dr. Lee Beavington has been a Peter Gabriel fan since he was nine. He works in eco-social justice, and is a biologist, storyteller, university instructor, and creative artist.
The song i/o aptly aligns with his work and worldview of the interconnection of life.
ARTIST: Peter Gabriel
CREATOR: Hrant Vardanyan
SONG: The Drop FROM: Up
ARTIST: Peter Gabriel
CREATOR: Hrant Vardanyan
SONG: The Drop FROM: Up
Video info:
I chose Peter Gabriel's work 'The Drop' because it is profound, it raises questions that concern me too. I called this short film 'Exit' because in all cases, there is a way out. I think even the birth of a person, and later, leaving this world, is also a way out.
Song info:
‘The Drop’ is a track taken from Peter Gabriel's album Up, released in September 2002.
Words and music by Peter Gabriel. Produced by Peter Gabriel.
Published by Real World Music Ltd. / Sony Music Publishing.