Los Angeles, CA (January 15, 2016)—Universal Music Group (UMG) and iHeartMedia have announced a partnership focused around virtual reality (VR) that will enable the companies to connect artists, music fans and brands and sponsors in a series of fully immersive entertainment experiences.
The companies have intend to create entertainment experiences that leverage the technology, making immersive VR performances and experiences accessible to U.S. audiences for the first time at scale. In addition, UMG and iHeartMedia will invite brands to partner with them to develop, produce and distribute these entertainment experiences, using integrated approaches to connect their brands and products to both artists and consumers.
Through this initiative, one VR experience by a UMG artist will be added to each major marquee iHeartMedia event in 2016. The companies will collaborate on full shows from four individual artists, shot and distributed in VR, at the iHeartRadio VR Concert Series held at the iHeartRadio Theater in Los Angeles.
"At UMG, we are focused on harnessing cutting-edge technology to pioneer new creative and commercial opportunities for artists, labels and fans," said Lucian Grainge, chairman and CEO of Universal Music Group. "By combining iHeartMedia's music events and hundreds of millions of listeners with the ability of our artists to forge powerfully emotional connections with their fans, we are ideally positioned to use VR technology to create authentic experiences that benefit our artists, consumers and marketing partners."
According to Bob Pittman, chairman and CEO of iHeartMedia, Inc. "[A]s advertisers seek to tie their brands and products to music and artists in innovative ways, we can use our industry-leading reach and best-of-breed music events to unlock the combined power of music and VR as a revolutionary marketing tool.”
Universal Music Group