I’m starting another company. It’s called Steine (and pronounced “steen”).
It’s going to do touring & distribution for experiences made using immersive technology.
Over the past few years, a few very obvious pain points have arisen for creators and artists working with immersive technology. These include;
- How do I distribute my content?
- How do I make money off my content?
- How will I tour this around festivals and cultural institutions?
I’m hoping that as Steine develops, it will be able to help with these problems.
The first problem I am planning to tackle is touring.
Rather than creators having to handle the logistics and operations of taking an installation on tour, this is something that we can handle.
For the past four years, I have worked on touring immersive installations with Virtual Umbrella. This experience includes managing a countrywide tour of Unrest VR, handling the technical installation of the Sheffield Doc/Fest International Tour, and producing, installing and running a month-long VR installation at Edinburgh Fringe Festival.
There are many more events and installations, maybe I’ll list them all somewhere one day.
We have encountered hundreds of problems along the way and we’ve found ways to overcome them. There are still lots of things that I don’t know the answers to, but I know a lot of amazing people so I’m hoping that I’ll be able to use this an opportunity to work with them too.
What kind of stuff will we do?
Steine will be able to handle things like;
- Negotiating budgets and honorariums on behalf of creators.
- Designing installations to compliment immersive experiences.
- Organising and managing overseas shipping of technical equipment.
- Coordinating with producers, curators and other key stakeholders.
- Running and managing the installation on a day-to-day basis so the creator can network, do interviews and find more work.
- Recruit and train staff who act as “experience guides” for the installation.
What about Virtual Umbrella?
I still work at Virtual Umbrella and it will continue to be my full-time role. I like getting paid and like being able to pay my rent. We work on a 4 day week at Virtual Umbrella, so Steine will be one day per week as I begin.
In the past, Virtual Umbrella has handled touring for our clients however we really want to focus the business on marketing, events and consultancy. This means there’s an opportunity for a new company to take its place in this area.
Why is the company called Steine?
I live on a road called ‘Old Steine’.
What does ‘Steine’ actually mean?
I have no idea. 🤷
P.s I’m at Tribeca from the 25th — 29th April. If you’re there and want to learn more, holler at me on Twitter.