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      Epic Games, Who's Behind Fortnite, Buys Bandcamp

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      Epic Games is acquiring an online music platform that has been embraced by musicians for its eclectic offerings and a payment system that favors artists.The world of independent music got a jolt on Wednesday when Bandcamp, the platform that has been a haven for musicians during the pandemic, announced that it had been acquired by Epic Games, the company behind blockbuster online video games like Fortnite.Terms of the deal were not disclosed. In a statement, Epic said that Bandcamp “will play an important role in Epic’s vision to build out a creator marketplace ecosystem for content, technology, games, art, music and more.”While a small player compared to giants like Spotify, Apple or YouTube, Bandcamp has become a favorite outlet among musicians for letting them control how their music is shared and sold and giving artists the bulk of the income they receive from those transactions. According to Bandcamp, artists collect an average of 82 percent of every sale, and the company says that since it went online in 2008, its payments to artists and labels are “closing in on $1 billion.” By comparison, last year Spotify said it had paid out $5 billion to music rights holders in 2020 alone.For listeners, Bandcamp has also become a cherished smorgasbord, filled with obscure but wonderful music they may find nowhere else.But as streaming has become the dominant format for music, artists have begun complaining, loudly, that they are not receiving their fair share of the bounty. According to industry estimates, Spotify pays record labels, music publishers and other rights holders about one-third of a cent for every click of a song; what portion of that money makes its way into a musician’s pocket is determined by their deals with those labels and publishers.On Bandcamp, on the other hand, artists can upload their own work and set the pricing rules for downloads of their own work — pay-what-you-wish pricing is common. During the pandemic, Bandcamp has waived its fees once a month on “Bandcamp Fridays,” bringing the company waves of goodwill. Even more surprising, Bandcamp says it has been profitable since 2012. (Last year, Spotify had $10.7 billion in revenue and lost about $276 million, according to company reports.)Epic Games, which is based in Cary, N.C., and is privately owned, said little about its plans for music, and a company spokeswoman declined to answer further questions about the deal. But Epic’s statement on Wednesday indicated that it was interested in Bandcamp as a direct-to-consumer marketplace. “Epic and Bandcamp share a mission of building the most artist-friendly platform that enables creators to keep the majority of their hard-earned money,” the company wrote.Fortnite, Epic’s flagship game, has been one of the most innovative outlets for music in video games, allowing artists to appear virtually, often in elaborately produced segments In April 2020, the rapper Travis Scott made what was widely seen as a breakthrough appearance, drawing 28 million players to his virtual performance. For Halloween that year, the Latin pop star J Balvin gave a campy concert dressed as a green-haired Frankenstein’s monster, backed by dancers in costume as ghosts and zombie Cyclopes.Epic has also taken center stage in one of the most high-profile debates in current tech policy. The company sued Apple in 2020, saying that the terms of its App Store — which takes payment commissions of up to 30 percent — were unfair. Epic also fought the public-relations battle around that lawsuit with slick, meme-ready content like “Nineteen Eighty-Fortnite,” a parody of Apple’s famous “1984” TV ad that introduced its Mac computer as a joyful disrupter of gray tech monopolies.Last year, in a split decision, a federal judge ordered Apple to give app developers a way for their customers to pay for services that could bypass Apple’s system. Both Apple and Epic Games have appealed that decision.In a statement on Bandcamp’s website, Ethan Diamond, Bandcamp’s chief executive and co-founder, seemed to pre-emptively dispel worries about his platform’s future, and about its value to artists.“Bandcamp will keep operating as a stand-alone marketplace and music community, and I will continue to lead our team,” Diamond wrote, telling artists that “you’ll still have the same control over how you offer your music, Bandcamp Fridays will continue as planned, and the Daily will keep highlighting the diverse, amazing music on the site.” The deal with Epic Games, he said, would help Bandcamp expand internationally and “push development forward across Bandcamp.”As news of the deal spread, some independent artists sounded a note of cautious optimism. Tom Gray of the British band Gomez, who has been a leading critic of Spotify and of the streaming economy in general, tweeted a request for Epic Games: “Please think seriously and long,” he wrote, “about whatever you do with the one place independent artists can always rely on for direct income from recorded music.” More

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      in Television

      ViacomCBS renames itself as it plays catch-up with Paramount+, its streaming service.

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      On Tuesday, Shari Redstone staged her second hourslong investor presentation in two years. Both events were designed for the same purpose — to reposition her old-line media company, ViacomCBS, as a streaming giant in the making, one capable of competing head-on with Netflix, HBO Max, Disney+ and Amazon Prime Video, despite a late start.This time, there was less snickering.“Some of you thought we were on an impossible mission,” Robert M. Bakish, the chief executive of ViacomCBS, said during the presentation on Tuesday. “It’s not only possible. It’s happening.”To highlight the importance of its fast-growing Paramount+ streaming service, Ms. Redstone, the company’s chair, announced that ViacomCBS would rename itself Paramount Global.Paramount+ had 32.8 million subscribers worldwide at the end of its most recent quarter, up from fewer than 19 million a year earlier. In the three months that ended on Dec. 31, Paramount+ added 7.3 million customers, the result of offerings like “1883,” the prequel to “Yellowstone”; “Clifford the Big Red Dog”; and National Football League games. (A year earlier, ViacomCBS was adding about a million streaming subscribers a quarter.)The company’s streaming portfolio (Paramount+ and niche services from Showtime, BET and Nickelodeon) now has about 56 million subscribers. Mr. Bakish said that number would grow to 100 million by 2024, more than the roughly 70 million the company had previously forecast. The company also raised its 2024 streaming revenue goal to $9 billion, from $6 billion.Streaming brought in about $4.2 billion last year, including advertising sales from the free Pluto TV service.Paramount+ unveiled a barrage of additional programming to fuel continued growth. The expanded lineup will include fresh content from franchises including “Yellowstone,” “Beavis and Butt-Head,” “Teenage Mutant Ninja Turtles,” “Real World,” “Dora the Explorer,” “NCIS,” “SpongeBob SquarePants,” “Transformers” and “South Park.” Paramount+ will be the exclusive first stop after theatrical distribution for all Paramount Pictures movies beginning in 2024. (Many previously went to Epix, a premium cable channel.)Starting this summer in the United States, Paramount+ subscribers will be able to upgrade to receive Showtime content, including the new hit drama “Yellowjackets” and older series like “Billions.”ViacomCBS shares declined about 6 percent in after-hours trading. Richard Greenfield, a founder of the research firm LightShed Partners, cited investor concern about Mr. Bakish’s “meaningfully stepping up spending” on content.It may be growing quickly, but Paramount+ continues to lag behind competitors like Disney+, which added 11.8 million subscribers worldwide in its most recent quarter to reach 129.8 million. Netflix has about 222 million. More

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      After Moving Online, BBC Three Returns to the Airwaves

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      The British public broadcaster moved a youth-focused channel online, but now it’s changing course as viewing habits continue to mutate.LONDON — When the BBC took its youth-focused TV channel off the air and moved it online in 2016, the broadcaster was going where its viewers seemed to be.Streaming services like Netflix and Amazon had transformed how people — both in Britain and the U.S. — watched TV, and BBC Three’s target audience of 16- to 34-year-olds were apparently turning their backs on traditional television channels.Now, Britain’s public service broadcaster has done a U-turn: BBC Three — home to shows like “Fleabag” and “Normal People” — is back on terrestrial TV.The move reflects the continued challenges of understanding how the internet is changing TV habits. And it shows how the BBC is doubling down on youth programming as it deals with competition and potential budget cuts.Daisy Edgar-Jones and Paul Mescal in a scene from “Normal People.”Enda Bowe/HuluBBC Three was launched in 2003 as a younger sibling to the BBC’s two long-running TV channels. It produced provocative comedies like “The Mighty Boosh” and “Little Britain” that appealed to a younger audience than the more conventional programming on BBC One and Two. The decision to turn BBC Three into a streaming channel also came with a massive cut to its budget, from 85 to 30 million pounds (about $114 million to $40 million).“It was a disaster. And it was an immediate disaster,” Patrick Barwise, co-author of the book “The War Against the BBC,” said of the move.Time spent watching the channel soon fell by more than 70 percent, and it also lost the same proportion of reach among its target viewership, according to data from Enders, a research company.There is wider evidence that millions of households haven’t, in fact, moved to streaming. In an interview, Fiona Campbell, the head of BBC Three, pointed to a recent report on American TV habits from Nielsen that showed 64 percent of viewers still regularly watch cable television, compared to 26 percent who watch streaming.The idea that young people are turning their backs on traditional TV also seems more complicated than it did six years ago. BBC Three’s relaunch is also intended to make its programming more accessible, Campbell said, especially to less affluent and more rural viewers who may not have high-speed internet and are less likely to be streaming.Fiona Campbell, the head of BBC Three, said on-air broadcasting would make the channel more accessible.via BBCAccording to Barwise, many young viewers are also taking a hybrid approach. “People are watching Netflix or other video some of the time, and then they’re watching broadcast” television, he said. Despite a decline, younger viewers still watch more than one hour of live television a day, according to Ofcom, the British media regulator.During its online-only years, BBC Three still produced some of the broadcaster’s most popular shows, and the renewed investment in the channel — its programming budget will return to 80 million pounds — comes at a time when the BBC is facing pressure from several sides.The British government recently announced that the country’s license fee, which is charged each year to all households with a TV and is the main source of funding for the BBC, will be frozen for the next two years. With inflation rising fast in Britain, this is likely to mean another round of cuts, and the BBC chief Tim Davie has said that “everything is on the agenda.”“To have a freeze in the BBC license fee at precisely the time when genuine inflation is really high, and inflation in the broadcasting industry is really high, can’t be a good moment,” said Roger Mosey, a former head of BBC Television News. “Not only have you got competition from the streamers for audiences, you’ve also got competition for talent.”In this context, the public broadcaster is betting on BBC Three’s track record for producing buzzy shows in combination with the allure of traditional “linear” television. In Britain, despite the availability of seemingly infinite streaming content, viewers have been gravitating toward weekly appointment viewing.The BBC releases many of its popular programs as complete seasons on iPlayer, its streaming service, at the same time as the first episode airs on broadcast television. Charlotte Moore, the BBC’s head of content, said in a phone interview that with “The Tourist,” a drama starring Jamie Dornan, “we were still getting two million people choosing to watch it on a Sunday night even though it’s all available on iPlayer.”When the BBC Three show “Normal People” aired on the broadcaster’s traditional TV channels, it was regularly a trending topic on British social media. “When we do shows that really drive conversation,” Campbell said, “people want to be in for the live moment. And that’s why channels still have a role.”Campbell also believes there are drawbacks to only distributing shows via streaming, since viewers may be more hesitant to engage with documentaries on challenging public-service topics. Citing a recent series on revenge porn, she said, “They’re very challenging subjects, and people would be going, ‘Do I really want to go there?’ Whereas if they encounter it on linear, it can be less intimidating.”While Moore wouldn’t say whether BBC Three would be immune from the next round of budget cuts, she indicated that youth programming would remain a core focus. “Obviously we’ll look at our whole funding envelope to work out how we are going to meet all audience needs, with the money that we have,” she said. “But of course, young audiences are going to continue to be a critical part of that.”A scene from “The Fast and The Farmer(ish),” a tractor racing competition.Alleycats TV, via BBCWith its return to broadcast, Campbell also hopes to make BBC Three stand out from its commercial streaming rivals by telling stories from across Britain. Upcoming programs include “Brickies,” which follows young bricklayers in the north of England, and a tractor racing competition called “The Fast and the Farmer(ish)”, filmed in Northern Ireland and created to appeal to the 11 million young people who live in the British countryside.“You want to reflect the current challenges and pressures and difficulties people are having now, all the more so after the pandemic,” Campbell said. “If we don’t reflect that, then why do they need us in their lives?” More

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      in Theater

      Citing Pandemic, This Year’s Obie Awards Will Include Streaming Theater

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      The Obie Awards, an annual ceremony honoring theater work performed Off and Off Off Broadway, this year for the first time will consider digital, audio and other virtual productions.The awards administrators decided to expand their scope in recognition of the adaptations made by many theater companies during the coronavirus pandemic, which prevented most New York theaters from staging in-person performances for at least a year, and in many cases considerably longer. Numerous theaters pivoted to streaming, and some experimented with audio.“We wanted to make sure that the work that did happen was eligible,” said Heather Hitchens, the president and chief executive of the American Theater Wing, which presents the awards. “The Obies respond to the season, and to the evolving nature and rhythms of theater.”This year’s Obie Awards are expected to take place in November, which would be 28 months after the last ceremony, reflecting the extraordinarily disruptive role the pandemic has played in theatermaking. The ceremony will consider productions presented by Off Broadway and Off Off Broadway theaters between July 1, 2020 and Aug. 31, 2022.The exact date for the ceremony has not been chosen, but Hitchens said she expects it to be in-person (the last one was streamed) and she expects it to have a host (or hosts).This year’s Obie Awards will be the first presented solely by the Wing, which also founded and copresents the Tony Awards. The Obies were created by The Village Voice and first presented in 1956; in 2014, as The Voice struggled, it entered a partnership with the Wing to preserve the ceremony, and now The Voice has granted the Obies trademark to the Wing, Hitchens said.The Obies, always a mixture of prestige and quirkiness, have long been distinguished by their lack of defined categories — each year, the judges decide what works to recognize, and for what reason. This year’s awards will be chaired by David Mendizábal, who is one of the leaders of the Movement Theater Company, and Melissa Rose Bernardo, a freelance theater critic. The judges will include David Anzuelo, an actor and fight choreographer; Becca Blackwell, an actor and writer; Wilson Chin, a set designer; Haruna Lee, a playwright; Soraya Nadia McDonald, the culture critic for The Undefeated; Lisa Peterson, a director and writer; Heather Alicia Simms, an actor; and Kaye Voyce, a costume designer. More

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      Cardi B Awarded $1.25 Million in Libel Lawsuit Against Blogger Tasha K

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      A federal jury awarded the rapper Cardi B around $4 million in a libel lawsuit against a celebrity gossip blogger who had posted videos in 2018 claiming that she was a prostitute who had contracted sexually transmitted infections and used cocaine.Cardi B, whose real name is Belcalis Almanzar, had sued the celebrity gossiper, known as Tasha K, in 2019 for posting more than 20 videos that spread “malicious rumors” about the rapper, according to the lawsuit, which was filed in U.S. District Court for the Northern District of Georgia, where Tasha K lives.The jury found Tasha K, whose real name is Latasha Kebe, liable on two counts of slander and one count each of libel and invasion of privacy, according to a verdict filed on Monday.The jury awarded Ms. Almanzar $1.25 million on Monday and an additional $2.8 million on Tuesday, according to separate verdicts filed on Monday and Tuesday. The award includes $25,000 for medical expenses and around $1.3 million to cover the rapper’s legal fees.Ms. Kebe had also posted in 2018 that Ms. Almanzar had herpes outbreaks in her mouth and that she would give birth to a child with intellectual disabilities.Ms. Almanzar, 29, testified in court this month that she “felt extremely suicidal” after Ms. Kebe posted the videos, adding that “only an evil person could do that,” Lisa Moore, a lawyer for Ms. Almanzar, said on Monday.In the lawsuit, the rapper’s lawyers said that the content would damage her reputation with her fans and affect her business prospects. Cardi B, a Grammy-winning rapper from the Bronx, found fame in 2017 with her song “Bodak Yellow,” which immortalized her propensity for making “money moves.”Ms. Kebe’s claims have helped her amass millions of views on Twitter, Instagram and her YouTube channel, unWinewithTashaK. Most of the content can still be viewed online, even though the rapper sent Ms. Kebe a cease-and-desist letter a few months after Ms. Kebe first posted about her in 2018, according to the lawsuit.Ms. Almanzar’s lawyers said Ms. Kebe was “obsessed with slandering” the rapper, and that she posted the content because it got more views than her other posts, according to the lawsuit. Ms. Almanzar’s lawyers said that the rapper was not a prostitute, had never had herpes and had never used cocaine.In a statement on Tuesday, Ms. Kebe’s lawyers, Olga Izmaylova and Sadeer Sabbak, said they disagreed with the verdict and planned to appeal it.On Monday afternoon, Ms. Kebe said on Twitter that “My Husband, Attorney’s, & I fought really hard,” adding, “it’s only up from here.”Ms. Almanzar had filed the lawsuit against both Ms. Kebe and Starmarie Ebony Jones, a guest on Ms. Kebe’s YouTube channel who had claimed to be a former friend of the rapper.Ms. Jones was not included in the verdict on Monday because she moved to New York after Ms. Almanzar sued her, the rapper’s lawyers said. The lawyers filed another lawsuit against her in New York, where she was found liable last year on counts of libel, slander and invasion of privacy. A lawyer for Ms. Jones could not immediately be reached for comment on Monday night.This case was not the first time the rapper found herself in court. She was indicted in Queens in 2019 in connection with a fight in a strip club the year before. The case is still ongoing. More

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      in Music

      Cardi B Awarded $1.25 Million in Libel Lawsuit Against Celebrity Gossip Blogger

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      The rapper sued the YouTuber Tasha K in 2019 after she posted a series of videos claiming that Cardi B was a prostitute.A federal jury on Monday awarded the rapper Cardi B $1.25 million in damages in a libel lawsuit against a celebrity gossip blogger who had posted videos in 2018 claiming that she was a prostitute who had contracted sexually transmitted infections and used cocaine.Cardi B, whose real name is Belcalis Almanzar, had sued the celebrity gossiper, known as Tasha K, in 2019 for posting more than 20 videos that spread “malicious rumors” about the rapper, according to the lawsuit, which was filed in U.S. District Court for the Northern District of Georgia, where Tasha K lives.The jury found Tasha K, whose real name is Latasha Kebe, liable on two counts of slander and one count each of libel and invasion of privacy, according to a verdict filed on Monday.Ms. Kebe had also posted in 2018 that Ms. Almanzar had herpes outbreaks in her mouth and that she would give birth to a child with intellectual disabilities.Ms. Almanzar, 29, testified in court this month that she “felt extremely suicidal” after Ms. Kebe posted the videos, adding that “only an evil person could do that,” Lisa Moore, a lawyer for Ms. Almanzar, said on Monday.In the lawsuit, the rapper’s lawyers said that the content would damage her reputation with her fans and affect her business prospects. Cardi B, a Grammy-winning rapper from the Bronx, found fame in 2017 with her song “Bodak Yellow,” which immortalized her propensity for making “money moves.”Ms. Kebe’s claims have helped her amass millions of views on Twitter, Instagram and her YouTube channel, unWinewithTashaK. Most of the content can still be viewed online, even though the rapper sent Ms. Kebe a cease-and-desist letter a few months after Ms. Kebe first posted about her in 2018, according to the lawsuit.Ms. Almanzar’s lawyers said Ms. Kebe was “obsessed with slandering” the rapper, and that she posted the content because it got more views than her other posts, according to the lawsuit. Ms. Almanzar’s lawyers said that the rapper was not a prostitute, had never had herpes and had never used cocaine.Ms. Kebe’s lawyers did not immediately respond to emails or phone calls on Monday.On Monday afternoon, Ms. Kebe said on Twitter that “My Husband, Attorney’s, & I fought really hard,” adding, “it’s only up from here.”Ms. Almanzar had filed the lawsuit against both Ms. Kebe and Starmarie Ebony Jones, a guest on Ms. Kebe’s YouTube channel who had claimed to be a former friend of the rapper.Ms. Jones was not included in the verdict on Monday because she moved to New York after Ms. Almanzar sued her, the rapper’s lawyers said. The lawyers filed another lawsuit against her in New York, where she was found liable last year on counts of libel, slander and invasion of privacy. A lawyer for Ms. Jones could not immediately be reached for comment on Monday night.This case was not the first time the rapper found herself in court. She was indicted in Queens in 2019 in connection with a fight in a strip club the year before. The case is still ongoing. More

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      in Theater

      Augmented Reality Theater Takes a Bow. In Your Kitchen.

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      The Immersive Storytelling Studio at the National Theater in London is using technology to bring a miniature musical to viewers’ homes. It’s one of several high-tech British projects pushing dramatic boundaries.LONDON — Standing in front of a golden bandstand, dressed in a white satin gown and pearls, the vocalist Nubiya Brandon sashayed to a gentle beat. Stepping toward the spotlight, she took a lazy turn around the stage, singing a playful calypso number and smiling occasionally at the band behind.The weird thing about this show, called “All Kinds of Limbo,” was that Brandon appeared to be in this reporter’s kitchen. The singer was in fact an eerily realistic holographic avatar on a mobile phone screen; her performance had been recorded and was now being broadcast in augmented reality from the National Theater in London.Via the technology’s strange alchemy, which overlays digital imagery onto whatever a camera phone is pointing at, Brandon seemed to be singing and sashaying on the countertop. After she took a bow, her image evaporated and the bandstand faded into nothingness, leaving only a sink full of washing up behind.The success of digital-only theater productions has been one of the pandemic’s surprise silver linings: Audiences have been willing to try them and theater companies have found fans thousands of miles away. But could immersive technologies provide a more intriguing path forward for drama, one that will endure once Covid-19 (hopefully) subsides? Augmented reality (A.R.) and virtual reality (V.R.) are already changing gaming, music and art; might theater be next?“All Kinds of Limbo’s” director, Toby Coffey, said he hopes so. In 2016, he set up the National Theater’s Immersive Storytelling Studio, which operates as a kind of “start-up” within the company, he said in a recent interview at the studio’s modest space, which was crowded with a jumble of technical equipment. The team’s brief is to see how live theater and new technologies can interact and intersect.Toby Coffey, who founded the National Theater’s Immersive Storytelling Studio in 2016.Suzie Howell for The New York Times“Theater makers are naturally fascinated: They’re used to working in 3-D,” Coffey said. “As soon as you bring a director or stage designer or choreographer into V.R., you see their brains whirring.”The studio’s first production, “Fabulous Wonder.land,” was a V.R. music video featuring a track by the musician Damon Albarn with words by the playwright Moira Buffini. The team has since made 360-degree films of live shows, developed a one-on-one piece in which an audience member interacts with a live actor while wearing a V.R. headset and created a mixed-reality “exhibition” about government welfare cuts.“All Kinds of Limbo” came into being in 2019 after the National Theater had a hit with “Small Island,” a play about postwar Jamaican immigration to Britain. Coffey and his team commissioned Brandon, the vocalist, and the composer Raffy Bushman to create a 10-minute song sequence responding freely to the play’s themes. It was written, performed and motion-captured that year, and was initially presented as a V.R. experience in one of the theater’s event spaces.Brandon performing in a motion capture studio to record “All Kinds of Limbo.”The National TheaterWhen the pandemic shut down British performing venues in March 2020, Coffey accelerated plans to turn “All Kinds of Limbo” into an at-home experience. The retooled version can be watched via A.R. on a mobile device, via a V.R. headset, or on a regular computer. Brandon’s performance stays the same, but, depending on the device used, the experience feels subtly different.To summon some of theater’s shared intimacy, it’s being ticketed and broadcast as live, although the show is recorded. Other people attending virtually are represented by blades of moving white light and, by playing with the settings, you can move around the space and see the action from different angles.It’s a short piece, but “All Kinds of Limbo” does feel like the glimmering of a new art form: somewhere between music video, video game and live cabaret show.Over the last few years, Britain’s theater scene has become a test bed for similar experiments. Last spring, the Royal Shakespeare Company co-produced an immersive digital piece called “Dream” that featured actors performing using motion-capture technology and was watchable via smartphone or computer. Other projects, such as shows by the Almeida theater in London and the company Dreamthinkspeak in Brighton, England, require participants to turn up in person and get equipped with VR headsets.Francesca Panetta, a V.R. producer and artist who was recently appointed as the alternate realities curator at the Sheffield DocFest film festival, said in a video interview that practitioners from audio, gaming, theater, TV and other art forms were collaborating as never before. “Many different people are trying to explore this space and work out what it really is,” she said. “No one is quite sure.”One of the most keenly awaited partnerships is between the immersive theater troupe Punchdrunk, which pioneered live site-specific shows such as “Sleep No More” and “The Masque of the Red Death” in the mid-2000s, and the tech firm Niantic, best-known for the wildly successful A.R. game Pokémon Go.Speaking by phone, Punchdrunk’s co-founder Felix Barrett seemed invigorated by the creative possibilities. “We’re on the cusp of a new form of entertainment,” he said. “It’s a new genre; it just hasn’t been named yet.”Later this year, Niantic and Punchdrunk plan to unveil the first results of their collaboration. Barrett was reluctant to reveal too much, but said that it would offer participants “a citywide adventure” that will feel like an immersive video game happening in the real world. “Our goal is to try and make you the hero of your own living movie,” he said.Ambitious as such projects are, they are also — at least by theater standards — time-consuming and forbiddingly expensive. The Royal Shakespeare Company’s “Dream” wouldn’t have been possible without corporate sponsorship and a hefty grant from a roughly $55-million British government fund promoting digital arts innovation. The latest iteration of “All Kinds of Limbo” relies on a partnership with Microsoft and the livestreaming platform Dice.Production work on “All Kinds of Limbo.” The show can be watched via A.R. on a mobile device, via a V.R. headset, or on a regular computer, through Jan. 30.The National TheaterThere’s also the question of audience. Though theater-led projects such as “Dream” and “All Kinds of Limbo” have gained positive reviews, they have attracted only a tiny fraction of the 12 million viewers who watched a 2020 virtual performance by the rapper Travis Scott in the online game Fortnite. The chances of monetization at scale look slim, at least for now.And the irony is that, while the pandemic may have whetted audience appetites for digital drama, it has had devastating consequences for theater companies themselves. The National Theater’s Immersive Storytelling Studio originally had four staff members; after belt-tightening layoffs in the company, it’s now just Coffey and one full-time co-worker. “Even before the pandemic, we could have been doing 10 times more than we had resource to be able to do,” Coffey said. “We need to work within those restrictions.”What happens next is up for debate. The National Theater is working on redeploying the app and distribution platform used for “All Kinds of Limbo” into something that works for other projects. Panetta said that the metaverse, if it genuinely takes off, offers its own possibilities for live performance. “It’s difficult to see what the pathway is; I suspect it’ll be a mix of many different things,” she added.So how long until we’re watching Ibsen or Shakespeare in augmented reality at our kitchen tables? Coffey laughed, then cautioned that designing successful A.R. performances was still an emerging skill. “But some day it’ll happen, I have no doubt,” he said.All Kinds of LimboStreaming through Jan. 30; allkindsoflimbo.com. More

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      in Music

      He Makes Justin Bieber and the Bee Gees Go Viral on TikTok

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      Griffin Haddrill is a founder of VRTCL, an agency hired to turn hit songs into memes.Name: Griffin HaddrillAge: 24Hometown: Bozeman, Mont.Currently Lives: In a four-bedroom house in Las Vegas with walls covered in street art.Claim to Fame: Mr. Haddrill is a co-founder of VRTCL, an agency hired by major record labels to make songs go viral on TikTok through remixes, mash-ups, meme-able chorus snippets, creator partnerships and other algorithmic alchemy. “I usually start with the lyric sheet to see if there is maybe a trend we can capitalize on or maybe a creative idea around the beat,” he said. For Lil Nas X’s “Montero,” that meant devil-themed makeup tutorials and interpretive dance routines set to the track. He also works with vintage hits like the Bee Gees’ “More Than a Woman,” which thanks to his efforts, has been featured in more than 279,000 TikTok videos including sunset selfies, boba tea tutorials and cyst removals. The right music “makes influencers feel part of a cool and cultured moment, and they like showing that off to fans,” he said.Big Break: Mr. Haddrill has always had an ear for music and business. At 12, he handed his father a business plan for high-tech earbuds. At 16, he was a music manager for Gregory Lake, an underground hip-hop artist, and 100Tribn, a D.J. act, while he was completing rehab in Salt Lake City for cocaine addiction. At 20, he dropped out of San Jose State to pursue music management full-time in Las Vegas. In 2019, he and Sean Young, a former influencer on Vine, saw how social media algorithms were starting to mold the habits of young listeners, and founded VRTCL.Latest Project: VRTCL, which Mr. Haddrill said brings in $1 million in monthly revenue and employs 18 people, was acquired in July by Create Music Group, a data-driven music company in Los Angeles. Mr. Haddrill, who is staying on as chief executive, is guarded about the terms of the deal. “With earning potential, the acquisition is in the eight figures,” he said.Next Thing: Mr. Haddrill helped turn “Stay” by Kid Laroi and Justin Bieber and “Best Friend” by Saweetie and Doja Cat into TikTok earworms last year. But his dream client list skews older: Duran Duran, Billy Joel and other cassette-era acts. “One song that I always thought could really blow up again is Cher’s ‘Believe,’” he said.Unlimited Data: He recently hired Conover Wang, a former roommate and software engineer at Reddit, to develop a program to analyze TikTok song data, including views, comments and shares. “The software is really a core part of our business, although it doesn’t have a name yet,” he said. “We should probably call it something cool.” More