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FESTIVALS GO VR

The Wireless  festival in London and the Music Midtown Festival in Atlanta will be taking trips into Virtual Reality this year via new products from Live Nation and MelodyVR.

At Music Midtown in September—where Travis Scott, Panic! At the Disco, Billie Eilish and Vampire Weekend are among the headliners—Live Nation is rolling out a collection of Augmented Reality products with Hyundai on board as the sponsor. In development are: AR Livestream will provide a three-dimensional, four-sided viewer to watch select performances from the festival; AR VIP Access provides side stage, backstage and soundboard views; AR Intermission lets brands reimagine the stage between sets; and AR Photo Opp provides branded backdrops for social media posts.

"More than 90% of live music fans globally say brands can enhance the live experience, and augmented reality presents endless opportunities," said Kevin Chernett, EVP Global Partnerships & Content Distribution at Live Nation, which made the announcement at Cannes Lions. "The ability to drive culture through creativity while also adding value to fans allows brands to elevate expectations at live music events."

In London, MelodyVR  will provide a host of vantage points to the sold-out Wireless festival from 7/5 to 7/7.

The MelodyVR app will enable users to virtually place themselves in the photo pit, to the side of stage, or in the crowd at the Finsbury Park event, which welcomes up to 49k people per day.

Around the festival, the coverage continues in full 360° and a backstage area has a specially created VR space, where viewers can “hang out” with artists. Cardi B, Travis ScottFuture, A$AP RockyStefflon Don and Migos are the headliners.

The launch of the app broadens the reach of MelodyVR’s catalog, having previously only been accessible through Oculus Go and Samsung Gear devices.

MelodyVR CEO and Founder Anthony Matchett said, “Imagine a situation where even if you didn’t get a ticket for the show itself there was another way in? That’s what this partnership means and it’s transformative.

"It is not about replacing the magic of experiencing live music or the festival vibe in person, but to offer an exciting alternative—and the team at Wireless and Festival Republic have the vision to work with us to deliver just that.”

 

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