Technology is frequently advancing, and with virtual reality content becoming more relevant, the music industry is looking for ways to use this to their advantage.
While the concept of virtual reality and possession of VR headsets is not common quite yet, music companies are already teaming up with tech companies to create new music virtual reality experiences. These experiences allow for fans to watch performances from their favorite artists on virtual reality headsets, right from the comfort of their own home.
Companies such as Samsung and Google are currently selling virtual reality headsets. At the moment, the headsets are very costly.
In October of 2016, Universal Music Group launched a VR app called “VRTGO”. Avenged Sevenfold were the first to play live on “VRTGO”, which permitted fans to view a 360-degree show from their home. In addition to live performances that can be steamed through the app, virtual reality music videos are expected to be released soon. The music videos will be made exclusively for VR viewing.
Similarly, Sony recently unveiled its virtual music festival, “Lost In Music”, which featured virtual 360-degree performances by artists such as The Chainsmokers. Hulu and Live Nation also teamed up to create a VR series “On Stage”, which will feature artist performances. Actual music festivals such as Coachella and Lollapalooza have also debuted VR content, where users can stream live performances from the festivals.
VR headset users can even explore music videos from the past. Google Play, Enosis and Queen merged together to create an experience where VR users entered a 360-degree virtual reality within Queen’s “Bohemian Rhapsody” music video.
Although many music companies are jumping on the bandwagon of virtual reality experiences, there is still hesitation that these experiences will be prosperous. Although seeing artists perform live from one’s own living room is an exciting concept, fans will continue to crave the actual live experience and the feeling that comes along with it.
Sybil Bell, founder of Independent Venue Week in the U.K., told BBC U.K. that the atmosphere of a VR gig is just not the same as the atmosphere one would find in a venue at an actual gig: “There’s a real romance to traveling into town or going to the local venue. It’s about being out and about so when the band starts to play you get that excitement and that electricity which you can’t pick up from a screen.”