Creativity News World

Warner Music Group readies ‘hundreds of virtual reality experiences’


By The Drum Team | Editorial

January 1, 2017 | 3 min read

Warner Music Group has penned a deal with MelodyVR that will see it create virtual reality experiences with the artists on its roster.

Warner Music Group to create VR experiences.

Warner Music Group to create VR experiences.

The tie-up will create “hundreds of cutting edge virtual reality experiences,” according to the record label.

Music Business Worldwide reports that Warner will release the content via MelodyVR’s platform later this year, spanning what it calls “otherwise unobtainable experiences” including backstage and in a recording studio.

The experiences will be made available via the MelodyVR app that will host a variety of content produced throughout both 2015 and 2016.

Anthony Matchett, co-founder and chie executive at MelodyVR, said: “We’re incredibly pleased to be working with WMG to create revolutionary content. MelodyVR was founded with the vison of providing music fans with a new and immersive way of engaging with the artists that they love.

“Whether we’re providing a fan with access to an exclusive one-on-one performance or a VR live-stream of a sold out concert, I’m pleased that our vision is also shared by Warner Music. I believe that our recent licensing agreement cements WMG’s commitment to virtual reality as well as their dedication to supporting new technologies.

“We look forward to working even more closely with Warner Music artists over the coming years and to creating even more compelling experiences for their fans.”

Ole Obermann, chief digital officer and executive vice president of business development at Warner Music Group, said:

“Warner Music Group is constantly exploring new avenues for connecting our artists with their audiences, and virtual reality presents tremendous, forward-thinking possibilities for heightened musical experiences and new forms of storytelling.

“MelodyVR is a trailblazer of its industry, and passionate about what it does, and we can’t wait to show fans what we’re able to create together.”

Warner’s partnership with MelodyVR comes after rival Universal launched its own VR app VRLive.

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