Live Nation to integrate Augmented Reality ‘products’ into select festival apps

Live Nation is going to start integrating Augmented Reality (AR) live streaming and other AR ‘products’ into select festival apps this year.

The company unveiled a suite of AR products at the Cannes Lions International Festival of Creativity in Cannes, France today (June 20) and announced that the¬†technology will be debuted at Atlanta’s Music Midtown festival in September.

The initial suite of AR products in development include an ‘AR Livestream’ that will allow users to view selected performances live from the festival.

With the ‘AR VIP Access’, users onsite and offsite will be able to ‘experience’ parts of the festival that are typically restricted to the general public, such as backstage areas.

The ‘AR Fest Lens’ will allow attendees to point their smartphone toward any of the stages and a lineup will appear identifying which artists will be performing, as well as upcoming acts.

“More than 90% of live music fans globally say brands can enhance the live experience, and augmented reality presents endless opportunities.”

Kevin Chernett, Live Nation

Kevin Chernett, EVP Global Partnerships & Content Distribution at Live Nation, said: “More than 90% of live music fans globally say brands can enhance the live experience, and augmented reality presents endless opportunities.

“The ability to drive culture through creativity while also adding value to fans allows brands to elevate expectations at live music events.”Music Business Worldwide

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