Apollo Theater Announces New Hologram Initiative

September 9, 2015

apollo theater signThe Apollo Theater announced today that it will expand its daytime programming that celebrates the iconic Theater’s legacy and enduring impact.

In response to the hundreds of thousands of tourists from the New York area and beyond who visit the Theater annually, the new initiative will utilize state-of-the-art hologram technology developed by Hologram USA.

The program will draw upon legendary and contemporary artists to illustrate the Theater’s impact on American music and culture. The first presentation will be a Billie Holiday hologram show created with Hologram USA and will launch in late 2015.

The Apollo will be the first theater in the U.S. to offer presentations employing this patented hologram technology on an ongoing basis. In addition to its seasonal programming—encompassing world premieres, commissions, and collaborations with artists working across a range of disciplines—the Theater currently offers daytime tours and educational programs that guide visitors and school groups through milestones and behind-the-scenes stories of the institution’s role as a seminal force in shaping American popular culture.

“We are so pleased to expand our programming and employ this dramatic, cutting-edge technology as we continue to find new and innovative ways to celebrate our rich legacy for contemporary audiences,” said Jonelle Procope, President and CEO of the Apollo Theater. “The possibilities inherent in this initiative are very exciting, allowing us the ability to show the enduring impact and relevance of artists across time periods and geographic locations. We’re looking forward to connecting our audiences with the artistry of great musicians, including Billie Holiday, through the magic of this technology.”

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Billie Holiday honed her skills on the Apollo stage at every major phase of her career, from her debut at age 19 and throughout nearly 30 Apollo appearances. Holiday’s influence on generations of jazz singers and musicians is without peer. Her Apollo engagements included solo concerts, as well as performances with the Count Basie Orchestra, Roy Eldridge, Duke Ellington, and Louis Armstrong. Holiday was inducted in the Apollo’s Walk of Fame earlier this year in a ceremony that included a performance by jazz singer Cassandra Wilson, one of the many contemporary musicians who credit Holiday’s influence on their careers.

“As we continue to celebrate Billie Holiday’s centennial, we are thrilled to partner on this initiative that will help connect contemporary audiences with Lady Day’s music and legacy in a fresh, exciting way,” said Jake Wisely, CEO of The Bicycle Music Company, which manages Holiday’s estate.

“We are so proud to partner with the Apollo, an institution that has given the world so much,” said Alki David, CEO of Hologram USA. “To be able to bring back epic artists on the historic stage that gave them their debuts is mind-boggling, and is exactly why I invested so much into this technology.”

The Apollo Theater’s 2015-2016 artistic season includes more than 100 performances, including commissions and collaborations across genres alongside signature series’ Amateur Night and Apollo Music Café. The first presentation of the season is Breakin’ Convention, a festival that brings together hip-hop dance artists from around the globe.

Additional programming details will be announced in the coming months.

Follow the Apollo Theater at www.apollotheater.org

Follow Billie Holiday at www.billieholiday.com

Follow Hologram USA at www.hologramusa.com,

More information is available via Owen Phillips, owen@filmon.com, and at www.hologramusa.com.

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