NextVR teams with Live Nation, Citi

Coldplay's "Head Full of Dreams" concert was filmed in 360-degrees by NextVR. (Photo: NextVR)

Coldplay’s signature “confetti drop moment” during a performance of “Sky Full of Stars,” filmed in 360-degrees by NextVR. (Photo: NextVR)

Live Nation and Citi have teamed with NextVR to present a series of concert experiences the companies are hoping will be– in the words of U2 — “even better than the real thing.” Participating artists in the initial series of 10 concerts are expected to be announced shortly, and will be available through the Live Nation Channel, the NextVR app and the “Backstage with Citi” rewards program.

Fans will be able to experience the shows from onstage, backstage or in the front-row and enjoy special access to rehearsals, enhanced by 3D audio.

Production company NextVR has leveraged a proprietary technology to establish itself at the forefront of live event VR through the sports world, working with the NFL, the NBA and Fox, among others. The company’s first music project was Coldplay’s “Ghost Stories Virtual Reality Concert Experience,” which the company billed as the first broadcast-quality VR concert experience when it was released for online and mobile streaming in December 2014.

NextVR requires a Samsung Gear VR headset, a Samsung mobile phone and the NextVR app. The concerts are captured in 360-degrees, allowing fans to navigate through the environment, turning attention where interest draws them — whether that’s getting a unique perspective on the drummer or a close-up of the keyboardists’ fingers.

In May, NextVR executive chairman Brad Allen told CBC News that he expects concert content will initially be available free but “the plan is to move to a subscription or pay-per-view model.”

“You’re literally inside the show, front of stage with the band,” Coldplay creative director Phil Harvey said of the NextVR capture technology when “Ghost Stories” was released. “The quality of this virtual reality experience is far superior to anything else out there. It’s pretty mind-blowing.”

Live Nation touts itself as the industry’s largest producer of live music concerts, with more than 25,000 events a year. Based in Laguna Niguel, Calif., NextVR has raised more than $30 million in funding from investors including Comcast,  Time Warner and the Madison Square Garden Company. The company, which was launched in 2009, has more than 26 patents granted or pending.

The agreement is the second major VR music initiative announced this year, following Universal Music Group’s pact with iHeart Radio unveiled in January.

One Response to "NextVR teams with Live Nation, Citi"

  1. Pingback: Hulu, Live Nation, Uni team for VR Music Series | MaxTheTrax

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