Universal Music Group Kicks Off VR App For Live Concerts With Avenged Sevenfold

App enables live streaming in 3D/360 from artists
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The music industry is beginning to embrace virtual reality.

Universal Music Group (UMG) is launching a new mobile VR app called VRTGO that will allow 3D/360-degree live-streaming performances by artists.

Multi-platinum rock band Avenged Sevenfold will help kick off the launch with a live performance on Oct. 27 that will be streamed on the VRTGO platform using VR technology from VRLIVE and in cooperation with Capitol Records, the band's label.

VRTGO is free on iOS and Android devices.

VRLIVE will also be streaming the event to 50 Samsung Gear VR headsets on the ground level at the event for guests to virtually transport themselves to the stage. The event will be shot using the Nokia Ozo camera, the first purpose-built VR camera with immersive spatial audio to enhance the VR music experience.

“We are constantly working to create opportunities for our artists to connect with their fans in new and exciting ways,” said Michelle Jubelirer, COO, Capitol Records. “We’re thrilled to work with Avenged Sevenfold and VRLIVE to bring this unique experience to Avenged Sevenfold fans around the world.”

“VRTGO is a truly immersive and creative platform for our artists to tell their stories and invite their fans around the world to experience live performances and music videos like never before,” says Deborah Hyacinth, digital marketing innovation senior VP, UMG. “We’ve employed state-of-the-art technology to make VRTGO a cross-device platform and home to some of the world’s best VR content.”

"We are excited about our partnership with Universal Music Group as it gives us the opportunity to provide the viewing audience with unprecedented levels of access,” stated VRLIVE founder and CEO Heiner Lippman. “Virtual reality is destined to change the media landscape, which will enable users to not just view entertainment, rather, it allows them to experience it, and VRLIVE will continue to transform how people view and interact with the world around them.”

More information on how to view the event is available at AvengedSevenfold.com.

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