UMG, Capitol Records, VRLive and Avenged Sevenfold partner for global VR gig

UMG, Capitol Records, VRLive and Avenged Sevenfold partner for global VR gig

Universal Music Group, Capitol Records, VRLive and US rock outfit Avenged Sevenfold have teamed up to present a ground-breaking global 3D, 360-degrees, live-streamed virtual reality performance on Thursday, October 27.

Fans around the world will be able to view the live stream on UMG’s newly released VRTGO VR app, which is powered by VRLive’s technology. The VRTGO app is freely available on iOS and Android devices.

“We are constantly working to create opportunities for our artists to connect with their fans in new and exciting ways,” said 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.”

VRLive 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 show will be shot using Nokia OZO camera, the first purpose-built VR camera with immersive spatial audio to deliver optimised VR music experiences.

“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,” added 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.”

"We are excited about our partnership with Universal Music Group as it gives us the opportunity to provide the viewing audience with unprecedented levels of access,” said VRLive founder and CEO Heiner Lippman. “Virtual Reality is destined to change the media landscape, which will enable users to not just view entertainment, rather, it allows them to experience it, and VRLIVE will continue to transform how people view and interact with the world around them.”

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