It’s hard not to turn on the TV or listen to the radio without seeing or hearing Taylor Swift. And by now, you’ve heard her hit song and know the words to “We Are Never Ever Getting Back Together.” The video for the song, from Swift’s recently released album Red, was the first music video to be shot in true 4K using Sony’s F65 camera.
It was shot at the Sony Pictures lot in Culver City, Calif., and describing the video’s concept as ambitious is an understatement: one continuous take with the F65 camera gliding through 6 set pieces, multiple lighting changes, talent choreography, and wardrobe changes.
The video premiered (in 2K) on MTV and was shown for the first time in all its 4K glory – that’s 4 times the resolution of HD, in case you were wondering – at the CEDIA trade show.
Now, the 4K video is playing in select Sony stores. On what? On Sony’s recently-announced 84-inch 4K BRAVIA TV.
That’s one more reason Taylor Swift’s decision to shoot in 4K is interesting. It comes at a time when 4K is really taking off, not just for the consumer electronics industry as a “next-gen” technology, but especially for Sony.
Sony is the company that really kick-started 4K, starting in movie theaters with our commercial 4K projector. Now there are more than 13,000 Sony 4K projectors installed at theaters worldwide, including both the AMC and Regal chains. The F65 hit the market in early 2012, and has since been busy shooting 4K movies, including M. Night Shyamalan’s upcoming 2013 release “After Earth,” plus several new TV shows, documentaries, commercials and more.
Sony also offers a 4K home projector, and a full line of 4K-capable home entertainment products like Blu-ray players and receivers. And now, the 4K TV.
So we’re not bragging when we say Sony owns 4K, just like we did with SD, then HD and then 3D. This music video is just one example of what should be a long line of great 4K content coming into the market.
After seeing the first playback at Sony’s 4K production facility, Taylor Swift herself was obviously a fan of the technology: “Sony 4K lets my fans experience something brand new. I love saying to them, ‘Hey, this is a cool, amazing thing I found, how do you like it?’”
Check out the video below and swing by a Sony Store to see it in 4K.