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UMG LAUNCHES VR PLATFORM WITH AVENGED SEVENFOLD

Universal Music is launching its own VR platform, VRTGO, starting with a live-streamed concert from Capitol’s Avenged Sevenfold at 8:30pm PT on Thursday.

The 3D/360-degree virtual reality performance will take fans onto the stage with the band, which released their new track “The Stage” and a companion video last week. The concert will be played in Los Angeles.

VRLIVE, the technology company behind VRTGO, will also be streaming the event to 50 Samsung Gear VR headsets on the ground level at the event for the guests to virtually transport themselves to the stage. The event will be shot using the Nokia OZO camera, the first purpose-built VR camera with immersive spatial audio.

“We are constantly working to create opportunities for our artists to connect with their fans in new and exciting ways,” says Michelle Jubelirer, COO, Capitol Records. “We’re thrilled to work with Avenged Sevenfold and VRLIVE to bring this unique experience to Avenged Sevenfold fans around the world”

“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,” says Deborah Hyacinth, SVP, Digital Marketing Innovation, UMG. “We’ve employed state of the art technology to make VRTGO a cross-device platform and home to some of the world’s best VR content.”

Information on how to view the event is here.

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