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Justin Matthews, Senior Lecturer in Digital Media and Popular Culture Researcher, Auckland University of Technology

Holograms and AI can bring performers back from the dead – but will the fans keep buying it?

A hologram of Buddy Holly projected on stage at Madrid's Teatro La Estación in 2021. Getty Images

Fans can mourn the passing of music legends for years, the hits echoing long after the original voice is silenced. Little wonder, then, that recent advances in holographic technology and artificial intelligence have found a ready market for performances from beyond the grave.

But this ability to resurrect deceased artists in spectral form raises fascinating questions about the ethics, artistry and the economic implications of these modern revival shows.

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