iHeart and Common are partnering for VR live shows

iHeart and Universal are partnering for VR concerts

iHeartMedia and Common Music Group are teaming as much as take music into digital actuality. From the sounds of it, this is not going to be only a music visualizer a la what recreation developer Harmonix is doing. Nope, this can work to “leverage” the strengths of each corporations, like UMG’s large roster of artists (together with Katy Perry) and iHeart’s a whole lot of hundreds of thousands of listeners, to promote you stuff. “The businesses will create leisure experiences that leverage slicing-edge know-how, making immersive VR performances and experiences accessible to U.S. audiences for the primary time at scale,” the ready assertion reads.

The thought is to deliver a brand new VR expertise to every of iHeart’s huge occasions all year long, with the kick-off being the outfit’s music award present in April. “Full exhibits” (whether or not these are headlining units or one thing else) are on faucet from a quartet of unnamed artists, all of which shall be shot and distributed in VR.

In case you have been hoping this was some type of misunderstanding and it’d truly be a real, superior method to expertise a live performance with out bodily being there, nicely, I hate to interrupt it to you, however you are in all probability incorrect.

In a canned press launch quote, iHeart’s CEO Bob Pittman says that, “As advertisers search to tie their manufacturers and merchandise to music and artists in revolutionary methods, we will use our business-main attain and greatest-of-breed music occasions to unlock the mixed energy of music and VR as a revolutionary advertising software.” And there you’ve gotten it, people: It is only a excessive-tech method to bombard you with product placement and advertising. In case you want me, I will be chugging Pepto-Bismol within the nook.

[Image credit: Vittorio Zunino Celotto via Getty Images]

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