Concert-Research on Pokrovka

In early November, an unusual music album presentation took place at HSE University on Pokrovsky Bulvar. A group of researchers from the Faculty of Creative Industries (FCI), supported by the UNESCO Chair at HSE University, showcased an interactive study on the transmedia influence of creative outputs on audience perception. Guests were invited to explore a new genre of research, view an AI-generated music video, and learn about what composers are doing in the era of neural networks.

The event, held in a concert-research format, was dedicated to the release of the new album ‘RefleXions’ by the group W&V. It opened with the screening of the music animation ‘Reflections,’ created using generative techniques and accompanied by a live indie rock performance by musical group W&V featuring songs from their new album. Additionally, an impulse lecture on the role of narrative practices in the transmedia production of musical projects was given to the guests.

Vladimir Guryanov, Senior Lecturer at FCI and one of the researchers involved, noted that when using artificial intelligence, directorial intent is executed arbitrarily. ‘But sometimes the created images result in surprising and intriguing phantasmagorical narratives,’ he added. Neural networks are accessible and they prompt reflection on human preferences—why people often choose material that is easier to understand, Guryanov believes.

The W&V indie rock group was represented by two songwriter members: Ruslan Budnik, Professor at the Faculty of Law and Deputy Director of the HSE UNESCO Chair, and Evgeniya Evpak, a composer, head of the Media Sharks label, and lecturer in composition and arrangement at the HSE Art and Design School's continuing general education programme ‘Music Production’.

Evgeniya Evpak shared insights on the design of the research and the initial outcomes of placing their music content on various internet platforms, including Zen, Rutube, and VK Video. ‘I dedicated a year of my life to developing a transmedia model and testing new audio-visual forms, neural network animated clips, and vertical story videos for the packaging and promotion of our new album, and I plan to continue,’ she added.

The HSE University researchers highlight two main challenges. Firstly, the topic of producing music groups using transmedia models, including generative neural network animations and other synthetic forms of modern art, is not sufficiently articulated in academic discourse. Secondly, the legal regulation of voice protection as a personal asset is a complex task requiring a more precise definition in future legal norms. This problem cannot be resolved by simple analogy with the protection of a person's image.

Ruslan Budnik presented his concept of craft authorship, which suggests that in the near future, new works of literature, science, and art will by default be considered created by generative means, without human involvement, and therefore not eligible for copyright protection. This means that the current system for assigning copyright needs to be fundamentally rethought. Only those authors who can prove human origin of their creative works will be eligible for copyright. This increases the importance of the performative aspect in creativity, as performing one's own work becomes the most effective way to prove human creation, with corresponding legal consequences in the form of obtaining copyright for it.

At the end, the musicians presented a new synthetic genre called Research Entertainment (concert-research), combining research and entertainment. This was the first experience where research on how transmedia communication impacts the audience was conducted through original material in the form of a concert. The W&V group performed in the atrium of the Pokrovsky Bulvar building, and attendees could share their impressions of the background video, which was also generated by AI during the performance. According to Evgeniya Evpak, the live concert served as empirical confirmation of Ruslan Budnik’s craft authorship concept.

Guests shared their experiences at the event.

Elena Boikova, an employee of the First Music label, appreciated the beautiful music and the informative presentation. She noted being inspired to learn more about the project and related topics.

Olga Sych, a graduate of HSE Doctoral School of Arts and Design, was impressed by the atmosphere of creative freedom. ‘It is clear that the members of the group are passionate about their work, and this is conveyed to the audience. It is nice to find such a source of inspiration and escape from everyday life,’ said Olga.

Author: Sofya Simina, fourth-year student of the Advertising and Public Relations programme.