In May, VRFocus reported on Live Nation and NextVR announcing a five-year partnership to broadcast hundreds of live performances in virtual reality (VR) to music fans worldwide. Now the companies have partnered with Citi, to produce a series of up to ten live 360-degree concerts as a new part of the “Backstage with Citi” initiative.
The series aims to transport viewers to concert’s performed by some of the world’s biggest artists. Fans will be able enjoy immersive on-stage footage as well as heading backstage with the artists as they prepare to perform.
This new 360-degree series builds upon the success of the “Backstage with Citi” program that Live Nation and Citi previously collaborated on, with the first live concert due to launch later this year. Viewers will be able to access the concerts via the Live Nation Channel on the NextVR app, which is currently available for the Samsung Gear VR headset.
“We want to push the boundaries of the very meaning of access beyond attendance and as technology evolves, it’s allowing us to do so,” says Jennifer Breithaupt, Managing Director, Media, Advertising and Global Entertainment, at Citi. “We are thrilled to be announcing this new initiative with Live Nation and NextVR that will offer “front-row” and behind-the-scenes VR concert experiences for millions of fans.”
“Virtual reality is starting to take off and the time is right to experiment in the music space,” Darin Wolf, Executive Vice President, Live Nation Media & Sponsorships. “Together with NextVR and Citi we will be able to provide unparalleled access for fans to enjoy live music and see first-hand the emotion and adrenaline rush from artists as they prepare to perform live.”
“This is an exciting opportunity to transform traditional concert viewing into an exceptional new category of immersive experiences that provides access to consumers like never before,” said Brad Allen, executive chairman of NextVR. “This breakthrough initiative advances our business model and enables us to stay ahead.”
Artists to be featured in the series are yet to be announced, when they do VRFocus will bring you the latest details.