Live Nation announces Virtual Reality concert series
by Jeremy Mersereau
October 3, 2016
You won't even have to put pants on for these concerts.
It doesn’t get more cyberpunk than a finance conglomerate marketing themselves with a line of VR concerts – so enthusiasts of black leather, neon Japanese signs, and metric tons of steam can start rejoicing.
In partnership with Live Nation and NextVR, Citigroup has announced that they’re launching a series of virtual reality concerts as an initiative for the company’s rewards card members. According to the financial services corp, the “Backstage with Citi” event series will see customers granted total “immersive experiences” with today’s biggest artists. The VR encounters won’t just allow customers to attend virtual concerts either – the partnership is also crafting “backstage experiences” with artists. Finally, I might get to live the dream of awkwardly standing next to Snoop Dogg while he rolls a joint in an immersive loop. “You ready hit this, my friend?” *3 seconds later* “You ready to hit this, my friend?”
“We are thrilled to be announcing this new initiative with Live Nation and NextVR that will offer ‘front-row’ and behind-the-scenes VR concert experiences for millions of fans,” said Citi managing director Jennifer Breithaupt. “We want to push the boundaries of the very meaning of access beyond attendance and as technology evolves, it’s allowing us to do so”.
Citi’s first VR concert is set to launch next year on the NextVR app, which will be available on all major platforms by the end of 2016. Will virtual reality concerts take off in the way Live Nation and its partners are hoping? Who knows, but at least one thing is for certain: VR music experiences will be crammed to the gills with ads.