On May 18th, 2014 at the Billboard Music Awards, we witnessed the miracle of resurrection. Ok, maybe not a real miracle, but we did see an artist digitally rise from the grave and perform: Michael Jackson. Besides the legal and ethical conversations around this, the holographic technology that made it possible was eye-grabbing and stirred the imagination. The method is pretty simple, actually, and has been around for hundreds of years. Light reflection and large mirrors make the illusion a reality, but in 2018, we’re inching closer and closer to the Star Wars reality of holograms we’ve grown to imagine. How is this tech impacting the Pro AV industry, and how can it be useful for businesses?

On today’s podcast, we’re joined by Shawn Lunsford, Service Technician for Alford Media Services. With almost 20 years in the industry, Lunsford has seen a steady change in holographic projection technology. “In today’s day and age, the need to be able to have your attendees experience these types of things at an event is huge and growing. You can do so much with CGI, you can do so much with TVs and computers,” Lunsford said.

He describes some of the most exciting applications and how it’s being used in corporate spaces to elevate brand and interactivity. But more importantly, Lunsford explains the conversations Pro AV providers are having with clients about holograms, when it’s appropriate to use them, and how to not fall into a trap of chasing technology. “If you can’t compete with what’s wowing someone on their phones in real life, you’re gonna be missing the mark, especially in an industry like ours where technology is so crucial to what we provide,” Lunsford said.

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