“We got busy doing lots of animated music videos, which was unusual,” says Bart.
While television and gaming are kings of the animation boom, for Blinkink unexpected initial demand came from record labels, which embraced the medium when their shoots were cancelled.
“We’re starting to receive advert briefs that are more like Rick and Morty than like a Pixar movie.” “We’re seeing animation go into spaces that it’s not been in before, especially at scale.” Bart Yates, executive producer at London studio Blinkink says the uptick in “edgy, weird, cool adult animation” is influencing sectors such as advertising. “It’s hitting a different kind of audience to the animation you’d normally see,” says Chris. Nexus has tapped into this market with a stop-frame dark comedy called The House about the surreal stories of people who live there, which airs on Netflix this month. Such shows have evolved beyond slapstick humour to meet contemporary audiences’ interests, exploring serious issues such as mental health. Jayakumar – adult long-form animation has flourished. While kids’ animation remains popular – India-based children’s studio Toonz saw increased demand not only for feature films but “edutainment”, especially “social and emotional learning, an area kids missed out on when schools were shut,” says CEO P. The effect of that has been really profound – it’s changed the economy of animation it’s made new types of shows possible and reaching different types of audiences plausible.” “The biggest change for us was the growth of the streamers, which opened up new ways to get animation to audiences.
London and LA-based animation studio Nexus anticipated this shift, says co-founder Chris O’Reilly.
One sector has charged ahead: television entertainment led by streaming giants such as Netflix and Disney+. As restrictions on filming during the pandemic impacted live-action productions, animation industries have seen a huge surge in demand for content – the market is expected to grow from $354.7bn in 2020 to $642.7bn by 2030 – and it’s being met in exciting ways. Robots exploring life after the fall of humanity, a depressed humanoid horse, a singing pubic hair* – these are just a few examples of the variety of content emerging in the animation boom that’s dominating our screens (* Love, Death + Robots, BoJack Horseman and an advert for shaving brand Venus).
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