UMG And iHeartMedia Announce Virtual Reality Partnership To Develop Fully Immersive Music Entertainment Experiences
January 6, 2016 at 8:29 AM (PT)
UNIVERSAL MUSIC GROUP (UMG) and iHEARTMEDIA have entered into 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 announcement was made TODAY (1/6) at CES 2016 by UMG Chairman/CEO LUCIAN GRAINGE and iHEARTMEDIA Chairman/CEO BOB PITTMAN.
Together, the companies will leverage their respective strengths to drive innovation in both music and VR. The companies will create, "entertainment experiences that leverage cutting-edge 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, including the iHEARTRADIO MUSIC AWARDS, the iHEARTRADIO COUNTRY FESTIVAL, the iHEARTRADIO SUMMER POOL PARTY, the iHEARTRADIO FIESTA LATINA, the iHEARTRADIO MUSIC FESTIVAL and the iHEARTRADIO JINGLE BALL TOUR, with this first-ever VR music series launching at the iHEARTRADIO MUSIC AWARDS on APRIL 3rd, which will broadcast live on iHEARTMEDIA radio stations nationwide and on TBS, TNT and truTV. 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 GRAINGE. "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."
"Our greatest strength at iHEARTMEDIA is that we curate for our listeners -- in this case, working with UMG to create a completely new entertainment experience using state-of-the-art VR technology," said PITTMAN. "And now, as 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. We're excited to work with UMG in a partnership unlike any in the music and entertainment industry."