The official music video for Emily Rowed’s “Bloom” was filmed at Arc Studios, the first Nashville-based virtual production studio powered by award-winning video production company Gear Seven in partnership with MEPTIK.

Emily Rowed’s music video was created by using cutting-edge extended reality or XR technology. Extended Reality, the consolidation of real and virtual elements, is quickly becoming the new standard in the film and music industry.

“I walked into set and it started with a massive scenery on the wall and also physical scenery in the space. I was interacting with flowers and moss and dirt, having a very physical experience while there was very much a full world behind me.”, says Emily Rowed. “And then if I loop back to the camera, it all is seamless.”

The virtual environment was created in Unreal Engine and displayed on a 500+ sqft LED wall powered by Disguise servers. The landscape around the XR stage created an immersive, realistic environment for both the talent and viewers alike.


Artist: Emily Rowed
Production Studio: Arc Studios
Video Production: Gear Seven
Virtual Production: MEPTIK
Director: Sam Siske
Creative Director: Sarah Linebaugh
Producer: Ryan Atenhan
Director of Photography: Justin Wylie
Animations: Josh Eason & Madison Hague-Rogers
XR Specialist: David Vargas
Art Director: Sophia Matinazad

LED Provider: Pixelflex LED
Graphic Engine: Unreal Engine
Media server: disguise