Is Live Music About To Have It's Own Napster Moment? OneRepublic Ventures Into Virtual Reality Today
Is live music about to experience its own Napster moment? Concerts are touted as the part of music that digitization can not replicate. But augmented and virtual reality are changing that. Why sit in row 200 when can have a more immersive experience at home via your Oculus headset. A handful of artists like OneRepublic are already experimenting with the medium.
Universal Music Group, along with Interscope Records, the band OneRepublic and Nokia Technologies, are launching a new partnership that will create an immersive virtual reality music experience.
The “Kids” VR experience will premiere at this year’s Advertising Week, New York, during the “VR is ‘Kids’ Play” lunch and panel presented by Universal Music and the Tribeca Film Festival on September 27 at the NASDAQ Building. At this time, the VR experience will be made available exclusively on the Within app for fans to download or stream on their smartphone or VR headset at home.
The “VR is ‘Kids’ Play” panel will be moderated by Jane Rosenthal, executive chair of Tribeca Enterprises and will feature singer-songwriter Ryan Tedder of OneRepublic, Chris Milk, founder & CEO of Within and founder & creative director of Here Be Dragons, video director Hal Kirkland, Nokia’s head of presence capture, Guido Voltolina and Bart Saunt, head of new business, Universal Music Group & Brands (UMGB).
The video will be available on Within (http://with.in.), Milk’s virtual reality app, and at OneRepublic.com beginning at 12:01 AM EST September 27th before becoming widely available through other distributors including Oculus, Samsung VR and Littlstar, as well as Facebook 360 and YouTube 360.
via Celebrity Access