Epic Records singer songwriter Madison Beer will be debuting her new immersive reality music experience in its entirety exclusively on TikTok LIVE tomorrow (March 19).
In a press release claiming that “the future of virtual concerts is here,” the event, according to Sony Music, will feature an “ultra-realistic digital avatar of Madison so incredibly lifelike she has to be seen to be believed”.
The Madison Beer Immersive Reality Concert Experience from Sony Music Entertainment, TikTok, and Verizon in partnership with Sony Immersive Music Studios, takes place in a full digital recreation of the Sony Hall concert venue in New York City and will feature songs from her debut album, Life Support.
The experience is powered by what Sony describes as “cutting-edge innovations in real-time 3D creation technology and virtual production”.
Sony adds that the tech highlights “the incredible new opportunities for artists to push the boundaries of their imagination and creativity”.
Tomorrow’s virtual concert follows the announcement about Sony Corporation of America’s new subsidiary Sony Immersive Music Studios in January, which is focused on “developing immersive music experiences through the power of creativity and technology”.
The division is led by digital entertainment veteran Brad Spahr, who according to Sony is “an award-winning developer of next-generation experiences at the intersection of music, immersive reality, and gaming”.
Madison Beer’s “groundbreaking” virtual performance was unveiled in January as the Los Angeles-based division’s first project.
The immersive experience, which takes place in “a meticulous recreation of the Sony Hall concert venue in New York City”, was created using Unreal Engine, the games engine from Fortnite maker Epic Games, in which Sony Corporation acquired a minority stake last July, making a strategic investment of $250 million.
In January, Sony stated that Beer’s performance would be available on PlayStation VR and Oculus VR, and as an immersive 2D experience, which will be broadly available on streaming music video channels.
“Music fans have never seen a virtual concert like this.”
Said Sylvia Rhone, Epic Records
Said Sylvia Rhone, Chairwoman and CEO, Epic Records: “Music fans have never seen a virtual concert like this.
“Madison Beer is transforming the viewing experience with this unique and visually groundbreaking showcase of her innovative vision, and we are thrilled to be helping her share it with the world.
“Supporting the development of cutting-edge immersive experiences like this is one of the many ways Epic Records works to create differentiated opportunities for our artists to expand their creative options and delight fans.”
“Experimenting with virtual production technologies for this performance was like nothing I’ve ever done before.”
Beer added: “Experimenting with virtual production technologies for this performance was like nothing I’ve ever done before.
“Exploring new ways of bringing my music to fans was a really fulfilling experience, especially in a time where we can’t physically be together to experience live music.”
“Madison Beer’s virtual experience is as close to being at a concert as you can get from the safety of your own home.”
Corey Sheridan, TikTok US
Said Corey Sheridan, Head of Music Content & Partnerships, TikTok US: “At TikTok we are proud to drive the cultural conversation and support artists providing the kind of communal, interactive music moments that we’ve all sorely missed during the pandemic, and Madison Beer’s virtual experience is as close to being at a concert as you can get from the safety of your own home.”
Music Business Worldwide