Videos Created Using Extended Reality Premiere on CMT
Chart topping musician, vocalist and songwriter Lindsay Ell celebrated the one year anniversary of her critically-acclaimed concept album heart theory on Saturday, August 14th. As the incredibly personal record explores the seven stages of grief, Lindsay shared a seven-part video series that explores each stage in the grieving process. The videos were aptly filmed in seven different environments that represent each of the stages and were directed and produced by Scott Scovill at Moo TV using extended reality (XR) technology. The series premiered on CMT, where Lindsay spoke in depth about the videos.
heart theory was written largely by Ell, inspired by a monumental break-up; a major health scare; turning 30; and confronting trauma from her childhood for the first time publicly. The “masterpiece of an album” (American Songwriter) and Ell’s “most empowering album to date” (Rolling Stone), has garnered more than 61 million on-demand streams to date and was nominated for “Country Album of the Year” at Canada’s prestigious Juno Awards. The 12-track project debuted inside the Top 10 of Billboard’s Top Country Albums and Top 5 on the UK Country Album chart and several of the songs have been performed on popular US TV shows including NBC’s TODAY, Tamron Hall Show and FOX & Friends.
“It’s amazing to be able to bring the songs off heart theory to life in a new and innovative way. The capabilities of XR are limitless which made it possible for me to communicate the emotions tied to the seven stages of grief,” said Lindsay Ell. “Releasing them all now is an awesome way to celebrate the anniversary of this album.”
While tackling some of the harder topics, like in the beautiful track ‘make you‘ which delves into her experience as a sexual violence survivor—Ell hoped the project would be a roadmap of comfort and reassurance and a reminder to believe in yourself, especially during tumultuous times. In an effort to extend that sentiment, Ell created the Make You Movement, a charitable fund where she can direct money on an as-needed basis to organisations helping youth and victims of sexual trauma.
Since the pandemic began, Ell nabbed two ACM Awards nominations (“New Female Artist of the Year” and “Vocal Event of the Year” for her No. 1 hit ‘What Happens In a Small Town’ with Brantley Gilbert), earned her first Gold record in Canada, won a Canadian Country Music Award and is currently out on the road with Blake Shelton on his Friends and Heroes Tour.
“Seven locations in one day! Using extended reality technology we placed Lindsay in seven incredible environments,” said Scott Scovill, owner Moo TV. “Diverse and dangerous places like a burning forest, inside a cave, standing on a ledge in a prison, all from the safety of the Moo TV XR stage, all captured in real time. Like Lindsay, this technology is amazing!”
ABOUT LINDSAY ELL:
Lauded as “one of the most exciting and talented young artists in country music” (Forbes), Lindsay Ell is a triple threat: accomplished musician, unique vocalist and awe-inspiring songwriter. The Calgary native learned to play guitar while traveling with her father to country-bluegrass camps as a young girl. Ell honed her craft as a musical stylist and songwriter after being discovered by BTO and The Guess Who’s Randy Bachman (“American Woman” / “Taking Care of Business”) who discovered her at the age of 13. The multi-instrumentalist was soon touring alongside the likes of Luke Bryan, Buddy Guy, and Keith Urban.
Ell also shared the stage with distinguished country group, Little Big Town, along with other powerhouse female artists in one the biggest moments of the 2019 CMA Awards where she was also nominated for Musical Event of the Year. Ell’s nominations do not stop there. She has been nominated for New Female Artist of the Year in both 2019 and 2020, in addition to her 2020 ACM nomination of Music Event of the Year. Ell also won 2020 CCMA Interactive Artist or Group of the Year for the second year in a row. These wins and nominations are well earned after Ell exhilarated audiences as part of Keith Urban’s Graffiti U World Tour, Brantley Gilbert’s Not Like Us Tour, and Brad Paisley’s Weekend Warrior World Tour.
Ell’s first full-length album The Project debuted at No. 1 on the Country Album Sales Chart and was named Billboard’s “Best Country Album of 2017. ‘What Happens In a Small Town’, Lindsay’s duet with Brantley Gilbert, claimed the top spot at country radio, marking her first No. 1 in the US. She has two No. 1 singles under her belt in Canada. Her critically-acclaimed sophomore album, heart theory was nominated for “Country Album of the Year” at Canada’s prestigious Juno Awards She is currently out on tour with Blake Shelton.