UMG UPS VR GAME

Universal Music Group and tech company WITHIN have formed a strategic alliance to create and develop augmented reality and virtual reality music experiences featuring artists from UMG’s roster.

Immersive experiences created through the JV will be distributed on WITHIN’s app. The partnership also aims to expand and integrate augmented and virtual reality across the creation, production, marketing and promotion of new musical tracks.

“Working with our labels and artists, UMG has produced numerous VR experiences and this agreement will help evolve our strategy,” UMG EVP Michele Anthony said. “Together, UMG and WITHIN will push the boundaries of how audiences experience music and create new ways for artists to forge deeper connections with their fans.”

WITHIN has already created two music experiences in partnership with UMG artists: The Chemical Brothers’ “Under Neon Lights” that is accessible through all major web browsers; and “KIDS” by OneRepublic.

“Music is one of the most uniquely transformative mediums of human expression; combining it with immersive AR and VR experiences creates a new artform exponentially more powerful than the sum of its parts,” said Chris Milk, Co-Founder and CEO of WITHIN.