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360 Degrees of 4K: Making Matchbox Twenty’s Video for 'She’s So Mean'

9/19/2012 12:13 PM Eastern

JVC’s GY-HMQ10 4K compact handheld camera, equipped with a GoPano Plus lens attachment, shot the 360-degree interactive video for “She’s So Mean,” the new single from Matchbox Twenty’s album North. The video places the viewer in the center of a large room while the four members of the band perform around them on all sides. Viewers can control the direction of the camera by dragging the video left, right, up or down, resulting in a captivating interactive experience.

TIC360 used the JVC GY-HMQ10 4K camera with a GoPano Plus attachment to create a 360-degree music video for the new Matchbox Twenty single, “She’s So Mean.” Photo by Tim Conway

The music video was shot and edited in July by Los Angeles-based TIC360, a division of The Integration Company. Founder Tim Conway said the company had used the GoPano Plus with a different camera for earlier promotional shoots with the band but had been dissatisfied with the results. For the music video shoot, TIC360 chose the GY-HMQ10, which has four times the resolution of HD cameras.

“It worked great,” Conway says. “I was very impressed. By using the zoom tool on the LCD screen, I was able to zoom into areas of the set and manually refine my adjustments to make sure the image was sharp. It’s got all the manual tools any professional videographer would want, but its automatic functions work as well as any camera I’ve ever used.”

GoPano’s 360-degree video technology was originally designed for the military and the aviation industry; the company has expanded its footprint, making 360-degree video available in the consumer space with products like the GoPano plus and the GoPano micro.

TIC360 founder Tim Conway shows off the JVC GY-HMQ10 4K camcorder to actress Stephanie Corneliussen on the set of the video. Photo by Allison Geddie

GoPano Plus uses a patented curved mirror that gathers light from all directions and reflects it into the lens of the camera. The “doughnut-shaped” video then shows everything in a 360-degree ring around the unit. On a computer or mobile device, the image is processed using specialized software into an interactive scene where the view is controlled by the viewer. TIC360 used GoPano’s proprietary VideoWarp Director software for Mac to import the 4K video from JVC’s Clip Manager software, then created a single, 360-degree Apple ProRes file for editing in Final Cut Pro.

“JVC’s 4K camcorder provides so much additional resolution that the final product offers much higher quality and resolution than something shot using an HD camera,” says Amey Kanade, product manager for GoPano. “The end result is much clearer and more natural when you shoot with the GY-HMQ10.”

According to Kanade, the interactive nature of 360-degree videos encourages multiple viewings.

Conway, who’s been shooting 360-degree videos with a variety of cameras and technologies since 2007, says his company is working to develop 360-degree videos for new markets including broadcast, high-end online media and live streaming. “The best result I have had so far has been with the JVC 4K camera,” he adds, “and it’s what I plan to use going forward.”