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Live music is getting just a little more immersive.

Teaming up with Universal Media Group, broadcast giants iHeartMedia are set to bring virtual reality to a number of concerts in 2016, creating an experience that until recently, was just a pipe dream.

Yesterday’s announcement from UMG CEO Lucian Grainge at global consumer electronics & technology showcase CES, states the two companies are planning integrating VR experiences at all iHeartMedia events, with at least one Universal Music artist’s performance being broadcast in Virtual Reality. The companies will also collaborate on four full shows completely shot and distributed in VR.

For those of hopeful of attending the next Taylor Swift concert via headset, a small word of warning: Business Wire reports that “UMG and iHeartMedia will invite brands to partner with them to develop, produce and distribute these one-of-a-kind entertainment experiences, using integrated approaches to connect their brands and products to both artists and consumers”. This means, of course, viewers can expect a considerable amount of advertising, product integration and  branding alongside your favourite artists singing for you in your own private virtual universe. In that regard at least, it won’t be much different to your usual festival.

Chairman and CEO of iHeartMedia Bob Pittman goes further: “As advertisers seek to tie their brands and products to music and artists in innovative ways, we can use our industry-leading reach and best-of-breed music events to unlock the combined power of music and VR as a revolutionary marketing tool. We’re excited to work with UMG in a partnership unlike any in the music and entertainment industry.”

This is definitely something we’re looking forward to. You can read more about iHeartRadio and UMG’s collaboration here.

Is this the future of live music? Source:

Is this the future of live music? Source:


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