Brand & Business: Prime Focus Technologies helps Notting Hill Carnival 2020 go digital

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LOS ANGELES, USA – Prime Focus Technologies (PFT) is delighted to announce its association with Notting Hill Carnival (NHC), one of the world’s largest street festivals celebrated every year since 1966 on the streets of the Notting Hill area of Kensington, UK for its maiden online edition. This year the event stood cancelled due to COVID-19, but PFT partnered with the NHC offering remote post-production capabilities, to keep the spirit of the festival alive, online.

NHC which attracts about 2.5 million people annually, showcases the best of Caribbean culture featuring percussionists, steel drums, dance performances, and parades. This year, 150 performances from 16 countries include chef Levi Roots, who will be cooking up a carnival-inspired feast, Brazilian Samba-Reggae band Batala and Soca dancers dressed in the incredible carnival costumes by London-based designer Melissa Simon-Hartman, who has designed costumes for Beyoncé’s ‘Black is King’ visual album.

“Not having Notting Hill Carnival on the street this year was an incredibly sad but vital decision that was unavoidable for the safety of millions that attend,” said Matthew Phillip, Executive Director of Notting Hill Carnival. “We wanted to ensure that the vibrancy, sounds, and culture were still given an opportunity to flourish in 2020 and am thrilled we found an able techno-creative partner in PFT make this come alive virtually.”

PFT’s creative teams in the UK and India collaborated remotely, moving dailies after ever day of filming to complete post-production activities. Anytime, anywhere access to videos, review & approval on the fly and basic editing was a breeze with PFT’s proprietary cloud software, CLEARTM.

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Bhaskar Sitholey, Senior Vice President, Creative Services, PFT

NHC 2020 Access All Areas content will be available from 29th to 31st August 2020, on YouTube Live, and LetsGoDo.com, along with nhcarnival.org.

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 “Thanks to our 600+ creative minds and robust cloud technology, which allows creative services to be delivered at scale, Europe’s largest street festival, can be enjoyed from the safety and comfort of your own home this weekend,” said Bhaskar Sitholey, Senior Vice President, Creative Services, PFT. “When Notting Hill Carnival goes 100% online for the first time in its 54-year history, it is yet another validation of PFT’s state-of-the-art capabilities in virtual post-production at scale. I am thrilled to be a part of this endeavour.” 

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