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Arts Council offers support to 20 immersive content creators

CreativeXR is joint initiative between Digital Catapult and Arts Council England

The Arts Council and technology innovation centre Digital Catapult have announced support for 20 immersive content creators to develop new projects.

The Creative XR programme, which was first unveiled in November, sees 20 creative teams being given the opportunity to pitch at a final showcase and market next month which will be attended by partners including Google, BBC, Sky, Sony, ARTE and HTC Vive.

The scheme supports new creative content formats enabled by immersive technology including VR, AR, and mixed reality. CreativeXR gives teams the platform to focus on R&D and develop “riskier, content-driven projects that contribute to developing new skills, tools and business opportunities.”

The 20 successful applicants have been offered up to £20,000 in funding to develop their immersive prototype, alongside workshops with industry leaders to help with key elements of concept development. 

Among those selected include a story-led VR experience from Aardman Animation; an augmented reality experience bringing London’s cultural history to life; a two-player interactive high stakes thriller, combining VR with live action and a journey through the history of the cosmos.

aThe full list of the teams chosen for the programme can be found at the Creative XR website.

Francis Runacres, executive director of enterprise and innovation at Arts Council England, said:“We need to ensure creative talent has the opportunity to experiment with cutting-edge immersive technology to deliver new experiences that inspire audiences. CreativeXR is designed to deliver a boost to arts and culture organisations, small businesses, and creative innovators capable of producing world-leading immersive content. This support structure gives creatives room to take risks that lead to the most exciting outcomes, standing to benefit businesses and consumers alike.”