Dell Rocks Accelerated 3D Workflow for Production of New Linkin Park Video, “A Light That Never Comes”
16 Oktober 2013 - 12:00AM
Business Wire
- Multi-platinum band and its video
production partner move from non-PC hardware to Dell Precision
workstations with NVIDIA Quadro professional graphics for superb
processing power and speed
- Technology enables “massive
acceleration,” allowing video team to render 3D scenes “in seconds
instead of hours”
- “A Light That Never Comes” music video
and making of video released today
When Linkin Park needed powerful technology to produce their
latest music video, they turned to Dell. The multi-platinum rock
band is premiering today “A Light That Never Comes” in
collaboration with electro house DJ Steve Aoki, created using Dell
Precision workstations with NVIDIA® Quadro® professional graphics
processors. Known for such #1 rock songs as “Burn It Down,” “The
Catalyst,” and “Numb,” and equally recognized for their embrace of
technology and innovation, the Grammy-winning band has won Best
Rock Video three times at the annual MTV Video Music Awards and
garnered multiple nominations for Best Visual Effects and Best
Special Effects.
Joe Hahn, video director and band member
of Linkin Park, and Brandon Parvini, creative director of Ghost
Town Media, collaborating on the new video for Linkin Park's single
"A LIGHT THAT NEVER COMES," which was created on Dell Precision
workstations. (Photo: Business Wire)
Seeking to create an ambitious 3D world for their latest music
video, Linkin Park and longtime visual effects and design company
Ghost Town Media switched from non-PC hardware to powerful Dell
Precision workstations and NVIDIA Quadro graphics processing units
(GPUs), designed to provide superior solutions for
graphics-intensive professionals in fields from video editing to
engineering. Ghost Town Media principal and creative director
Brandon Parvini worked closely with Linkin Park member and video
director Joe Hahn to bring Hahn’s narrative-driven vision to
life.
“Joe and I have worked together on many Linkin Park videos over
the last few years, and we have a shorthand language that helps
move things along. But for this project, we knew that we needed the
right hardware and software to make it feasible,” says Parvini. For
“A Light That Never Comes,” Hahn imagined navigating a cyberpunk CG
landscape that captured the feeling of purgatory, a digital city
where each Linkin Park member, and collaborator Steve Aoki, could
be seen performing in their own separate districts as the song
moves toward a transformative climax.
Ghost Town leveraged the most powerful high-end Dell Precision
T5610 and T7610 tower workstations which now feature new NVIDIA
Quadro K6000 GPU and can be paired with 30" and 24" Dell UltraSharp
monitors. They also used Dell’s M6800 mobile workstation with the
NVIDIA Quadro K5100M, the most powerful GPU ever built for mobile
systems. Both tower and mobile workstations were supplemented by
Microsoft Xbox Kinect for live 3D capture, and the GPU-accelerated
Maxon Cinema 4D software for modeling, animation and rendering.
“With a CG-heavy project like this, we needed strong processing
power and speed,” explains Parvini. Dell Precision workstations
with NVIDIA GPUs “take the graphics load off the core CPU” and
provide “massive acceleration” that facilitates lightning-fast
rendering, allowing complex 3D scenes to be rendered “in seconds
instead of hours.”
While Ghost Town Media has traditionally used non-workstation
class hardware, says Parvini, as the company has gotten into
heavier 3D effects they have found “a lot more horsepower” in
GPU-accelerated platforms like Dell workstations with NVIDIA Quadro
GPUs. “We’re a small company and need extreme efficiency to hit
project deadlines. Dell helps us save a lot of time, not to mention
money; otherwise, we’d probably need to outsource complex
renderings to international vendors.”
“Ghost Town and I have had a great creative partnership through
the years. We have been able to come up with elegant creative
solutions on the cusp of the digital graphics frontier that is
constantly changing. Dell and NVIDIA have armed us with more
firepower to create at a much higher rate,” said Joe Hahn, Linkin
Park. “Often times, rendering shots are like watching paint dry but
Dell workstations have enabled us to work at a faster pace and give
us wings to be much more creative.”
The making-of video, with a behind the scenes glimpse at the
technology and workflow used to create the video, is available
exclusively on www.dell.com/linkinpark. To view the full music
video, check out the 48-hour exclusive on USA Today at
http://www.usatoday.com/story/life/music/2013/10/15/new-linkin-park-music-video-premiere/2987271/
and www.youtube.com/linkinparktv after October 17.
Additional Quotes
“Linkin Park and Ghost Town Media created a new ground-breaking
pipeline and workflow for 3D model creation for ‘A Light That Never
Comes’ music video,” said Andy Rhodes, executive director, Dell
Precision Workstations. “With the unmatched power and reliability
of Dell Precision workstations and NVIDIA graphics, Linkin Park can
achieve detailed 3D modeling, render times and creativity that were
previously not possible.”
“We designed the Quadro K6000 to give artists and designers
unprecedented power and flexibility to tackle even the most
demanding graphics projects using the new Dell Precision
workstations,” said Sandeep Gupte, senior director of product
marketing for the Quadro Professional Graphics Business Unit at
NVIDIA. “The innovative work by Linkin Park and Ghost Town Media
shows what can be accomplished when technology helps unleash new
creative possibilities.”
About Dell
Dell Inc. (NASDAQ: DELL) listens to customers and delivers
innovative technology and services that give them the power to do
more. For more information, visit www.dell.com.
Dell World
Join us at Dell World 2013, Dell’s premier customer event
exploring how technology solutions and services are driving
business innovation. Learn more at www.dellworld.com and follow
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Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20131015006919/en/
Dell Public RelationsLauren Mauro,
+1-512-300-3066Lauren_Mauro@dell.comorB|W|R Public RelationsRon
Hofmann, +1-310-550-7776Ron.Hofmann@bwr-pr.comorKelly Striewski,
+1-310-550-7776Kelly.Striewski@bwr-pr.com
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