Madonna has incorporated text-to-video technology from Runway into her ongoing Celebration Tour to enhance the visual experience for audiences. During her performance of the 1980s hit “La Isla Bonita,” the screens behind the pop icon showcased moving images of “swirling, sunset-tinted” clouds generated using the text-to-video software, as reported by the Associated Press. This decision came after traditional computer graphics failed to capture the desired tropical mood, prompting Madonna’s team to seek innovative solutions.
Collaborating with the New York-based startup Runway, Madonna’s creative team embarked on this experimental approach to infuse her concert visuals with fresh, dynamic elements. According to Sasha Kasiuha, the creative director of the tour, Madonna was drawn to the idea of integrating new technology into her performances to elevate the audience experience. Despite being an experiment, Madonna embraced the use of artificial intelligence-driven visuals, reflecting her ongoing quest for innovation and creativity.
Runway, known for its text-to-video models, provided Madonna’s team with the tools necessary to bring their vision to life. While the software isn’t capable of producing full-length documentaries, it proved instrumental in creating supporting visuals for Madonna’s performances, offering a more efficient and effective alternative to traditional methods. CEO Cristóbal Valenzuela highlighted the time-saving aspect of Runway’s technology, suggesting that it could expedite production timelines by as much as a week, thereby streamlining the creative process for Madonna’s team.
