Universal launches its own VR app with Avenged Sevenfold concert

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Universal Music Group is behind a live-streamed virtual reality concert taking place on Thursday (October 27) by multi-platinum US rock band Avenged Sevenfold.

The show is being presented in partnership with Universal’s Capitol Records and virtual reality 360° broadcast network, production, and technology company, VRLIVE.

It will be watchable via UMG’s own VR platform VRTGO, which is available on iOS and Android.

According to its App Store details, the app has been developed by Universal Music Group

“We are constantly working to create opportunities for our artists to connect with their fans in new and exciting ways,” says 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 event will be shot using the Nokia OZO camera, ‘the first purpose-built VR camera with immersive spatial audio’.

“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,” says Deborah Hyacinth, SVP Digital Marketing Innovation, UMG.

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

Michelle Jubelirer, Capitol

“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,” stated 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.”

Avenged Sevenfold last week released The Stage, a new track co-produced by the band and Joe Barresi (Queens of the Stone Age, Tool) and their first release on Capitol Records.

The companion video directed by Chris Hopewell (Radiohead, The Killers) has already amassed well over six million YouTube views

The band’s previous best-selling albums include their 2005 platinum breakthrough City Of Evil, 2007’s Avenged Sevenfold, 2010’s Nightmare and their most recent, Hail To The King — achieving Diamond, Platinum and Gold awards for album sales in nearly a dozen countries.

Universal first confirmed its intentions in VR in January, when it announced a partnership with US radio and events giant iHeartMedia to create a series of virtual reality (VR) music experiences designed to ‘connect artists, music fans and brands and sponsors’.Music Business Worldwide

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