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Live Nation to allow fans backstage in VR

By | Published on Thursday 29 September 2016

Live Nation

Live Nation has teamed up with US bank (and former short-lived EMI owner) Citi and NextVR for a series of virtual reality concerts. Under the banner ‘Backstage With Citi’, fans will be able to watch ten shows in VR, as well as heading backstage to see what the artists are up to before they get up in front of their audience.

‘Backstage With Citi’ previously ran as a series of artist interviews on Live Nation’s Yahoo channel. The rejigged offering will now be streamed through the Live Nation channel on NextVR’s app. So still sticking with the low view count theme, then.

“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”, says Citi’s Jennifer Breithaupt. “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”.

Well, possibly not millions. But some. Still, it is quite exciting to see what can be done with virtual reality in live music. And Citi’s money helps kickstart a five year deal announced in May between Live Nation and NextVR to broadcast concerts employing virtual reality technology.

“Virtual reality is starting to take off and the time is right to experiment in the music space”, says Live Nation’s Darin Wolf. “Together with NextVR and Citi we will be able to provide unparalleled access for fans to enjoy live music and see first-hand the emotion and adrenaline rush from artists as they prepare to perform live”.

The ten artists willing to allow people in virtual reality headsets to see what they get up to backstage haven’t yet been announced. I’m sure they will be though.



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