Hybridity Media Launch New Visual App "Generate"

Generate allows for the endless creation of original, artistic, and interactive content, right from your mobile device. End Quote

(1888PressRelease) September 11, 2014 - Hybridity Media have launched their interactive mobile app GENERATE. Now four months since the App was launched in beta, sharing the different features such as filters, sliders and audio-reactivity, the APP has already been shared by more than 70,000 creators in 132 countries and counting. Generate allows users to edit images and videos from their smartphone with a sophistication formerly only possible using desktop publishing software. Following the immediate success within the App market its no wonder that Generate has now also gone on to providing visuals for the upcoming Sci-fi film SENSE8, a new NETFLIX production to be released in early 2015 directed by The Wachowski's (The Matrix Trilogy, V for Vendetta) fifteen years after their sci-fi trilogy became a global cultural phenomenon, ranked amongst the top ten films of all time for ground-breaking visual effects.

The series uses footage from a techno event at London's KOKO featuring international pioneering Dj's Derrick May, James Lavelle [UNKLE] and A Guy Called Gerald with Generate providing audio reactive AV uploaded live from audience members' app-generated videos of the night. A groundbreaking concept for AV productions worldwide, the App goes one step further by using "audio reactive" filters which respond to ambient noise to create unique visual effects based on the user's acoustic environment. The stunning audiovisual experience sees uploaded visuals morphing in time with the beats and pulses from the show creating a fully immersive experience.

Generate lets users choose from a varied range of filters for both images and video, controlled by an intuitive slider mechanism. Images and videos can be layered on top of each other and filters can be combined to create advanced effects. The "audio reactivity" function works using the phone's microphone, with the filters reacting to sounds picked up by the microphone which are then translated into visuals layered onto the user's image or video. Generate Pro is a creator-targeted version of the app which allows for live projection and performance of app-generated content.

The team behind Generate come from impressive backgrounds across the creative and technological industries and includes founder Malcolm Levy, previously Creative Director at Ableton, Adam Marshall, Jesse Scott, Patrick Daggitt, Leó Stefánsson , Rafael Puyana, Sarah Cole-Burnett, David Schwartz, Chris Coldeway, Zefan Sramek, and Martin Schueller. Each of them have their own practices creating work around the intersection of art, technology and computational aesthetics, including installation, projection, electronic music and sound design. The way they crossover in their specific practices is part of what makes Generate so unique.

"In Generate, Hybridity is developing something that has the potential to take what I do to the next level".
- DJ Grandtheft (DJ, Producer).

"It's striking that a product like Generate, geared towards a broader audience and consumer base, hasn't appeared in the commercial spectrum sooner… my work, and that of my peers, could stand to immediately benefit from it". - Thomas Cade (Singer, Songwriter, Producer).

"Generate is something that greatly excites me, not only as an artist, but as a fan and advocate of digital media" - Monolithium (Producer).

With its founding team representing the spectrum of the creative and tech fields, Generate is designed to be cross-discipline in its scope and application - the only boundary is the user's imagination.

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