Universal Music Group to stage VR music event

Music-based entertainment company Universal Music Group (UMG) will stage a 3D and 360-degree live streamed virtual reality (VR) music performance to promote its new VR platform.

Avenged Sevenfold play LA show that will include a live-streamed 360-degree VR experience
Avenged Sevenfold play LA show that will include a live-streamed 360-degree VR experience

UMG has teamed up with record label Capitol Records, virtual reality (VR) production company VRLIVE and rock band Avenged Sevenfold to create a music show in LA on 26 October. Fans will be able to watch the show using UMG's new VRTGO VR platform, which uses VR technology from VRLIVE. Interested parties are able to download the VRTGO app for free to their iOS or Android device.

VRLIVE will also be giving the show's physical guests a taste of the VR experience, by streaming the content to 50 Samsung Gear VR headsets at ground level. Using these headsets, guests will be able to transport themselves to the stage and experience the performance from the band's perspective. 

Deborah Hyacinth, SVP Digital Marketing Innovation, UMG said: "VRTGO is a truly immersive and creative platform for our artists to tell their stories and invite their fans around the world to experience live performances and music videos like never before." 

Heiner Lippman, founder and CEO of VRLIVE, said: "Virtual reality is destined to change the media landscape, which will enable users to not just view entertainment, rather it allows them to experience it, and VRLIVE will continue to transform how people view and interact with the world around them."

The event will be shot using a Nokia OZO camera – the first purpose-built VR camera. The camera also features immersive spatial audio. 

On 24 October, Easy Jet and Unicef staged used VR technology to show passengers on a flight from London to Portugal the effects of Polio. On 4-5 November, wine company Laithwaite's will be giving VR tours of vineyards. 

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