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At the beginning of the re-emergence of 3D technology, films were the first to exhaust its potential, with movies like “Avatar’’ paving the way for three-dimensional innovation to become an integral part of the cinematic experience.

Soon TV followed, with sports events like the World Cup featured in 3D, and companies such as Sony and Samsung rolling out 3D televisions.

Now, the music world is making sure it isn’t left behind in the revolution.

Pop singer Justin Bieber and experimental hip-hop group Black Eyed Peas are planning to release 3D movie-concerts, while the music video for Shakira’s World Cup anthem, “Waka Waka (“This Time for Africa”), also was in 3D.

Even acts like Sia and the Broken Bells are getting another dimension.

“It’s not the ’80s 3D, like, the way people think of 3D. It changes the art form of storytelling. It’s pretty amazing. It’s a whole new freaking jump-off,’’ says Will.i.am, the Peas’ leader.

Oscar-winning director James Cameron, whose ground-breaking “Avatar’’ has become the top-grossing movie in history, says 3D’s spillover to music will be successful.

“Music videos in 3D, it’s natural, that’s great,’’ he says.

Cameron’s production company, Pace, will produce the Peas’ upcoming project. Will.i.am says 3D in music will change the way we watch music videos and concerts — and record labels have taken notice.

For one, Jean Baptise Duprieu, senior director at Sony Music International, says it will “produce a lot of 3D content this year.’’

He says that when he presented Shakira’s “Waka Waka’’ video to the staff at Sony, they felt a sense of closeness to the Latin sensation.

“The reaction was, ‘Wow, we feel so much closer to the artist ... and really immersed [in] what’s going on,’ ’’ he said. “So I think generally the impression is a better connection and a more sort of real vibrance going on.’’

The Peas performed a 3D concert in Times Square in March while rap-rock trio N.E.R.D also had one in September.

Other musicians like Miley Cyrus, the Jonas Brothers and Kenny Chesney have released 3D concerts.

International singers Kylie Minogue and Sia have also filmed some of their recent live shows in the format. Groundbreaking rockers U2 did it in 2006 in their “Vertigo’’ tour.

Peter Shapiro, co-founder of 3ality Digital and producer for 2008’s concert film “U2 3D,’’ says film paved the way for more of the content in various media.

But he adds there are plenty of challenges with creating good 3D material for the music world.

“If it’s not done well and the cuts don’t match, you can hurt people’s eyes,’’ he said.

“3D likes to be slower than 2D. So if you’re watching TV ... 3D lends itself to feeling like you’re there. You want to forget that you’re watching a recorded image.’’

Cameron says 3D music content will be more effective in clips that don’t have too much action going on.

“It’s not that 3D works against you when you cut fast, it’s just that you don’t have time for your eye to lock in 3D so you’re not getting the value out of it,’’ Cameron said.

“But some music videos are long, sustained takes — so that’s the kind that will work the best.’’

Duprieu agrees, explaining that Sony plans to film 3D content with its classical musicians — including a recent recital of Chinese pianist Lang Lang.

“You would think classical music is pretty static and you would not feel that much stuff is going on, but actually because of the depth of 3D, you really actually enhance the listening experience and connection to the music by having that shot in 3D,’’ he said.

“It can actually be overwhelming to have too many cameras and too many different angles,’’ he added.

Aside from the Shakira clip, others have since produced 3D music videos and content. TV show Guitar Center Sessions features live 3D performances, including with Peter Gabriel and Jane’s Addiction.

A representative for the channel confirmed that there are plans to shoot about 15 more shows in 3D this year.

Broken Bells released a 3D video for their latest single, “October,’’ and the video for Bon Jovi’s new single, “What Do You Got,’’ was shot in 3D.

Wayne Isham, the director behind the Bon Jovi clip, says 3D content is a chance for “music videos to blow everyone’s minds again.’’

“I think it’s going to be a rebirth of performance again in music, because with everything that’s going on with the Internet and everything that’s going on with the lack of a true MTV channel where people are not having ... the ability to show their videos, I think now bands are going to be able to showcase themselves ... in the most simplistic sense,’’ Isham said.

 
Associated Press