Live Nation‘s U.K. arm and MelodyVR will team up to produce a series of concerts with unprecedented virtual access to air from the O2 Academy Brixton in London, England.
Confirmed by the two organizations on Wednesday, the Live From O2 Academy Brixton virtual reality series will feature new performances where fans tuning in from around the world will be able to select the various vantage points from which they watch from multiple spots inside the London venue, which includes being on stage with the artists during the set. Each streamed performance will be available to watch with 360° perspective and virtual reality on the MelodyVR app for anyone with a smartphone or an Oculus VR device in the U.K., United States, Canada, and other European countries.
Similar to cities in North America like New York and Los Angeles, London’s music venues and concert halls remain closed for public performances. Fans should expect that each of the Live From The 02 Academy Brixton performances will take place inside empty venues.
“MelodyVR’s mission is to use our innovative technology to make sure artists can keep staging amazing shows and fans can continue to experience and enjoy the live music that they love,” MelodyVR CEO Anthony Matchett said in expectation of the latest virtual concert series in a world still dealing with COVID-19. “We’ve helped to take Wireless virtual this weekend, co-creating the successful Wireless Connect, and Live From O2 Academy Brixton is another exciting venture in partnership with Live Nation. Virtual shows are here to complement and support live entertainment, and we are proud to be working with the rest of the industry to ensure that live music doesn’t stop.”
Ticketmaster will act as the ticketing agent for the series, and fans will be able to purchase access to each concert individually. The artist lineup and ticket pricing for the forthcoming series were not revealed with this week’s announcement.
Earlier this year Live Nation embraced the growing trend of drive-in concerts with their own multi-city drive-in concert series to take place with weekend performances from Brad Paisley, Nelly, Darius Rucker, and more.
[H/T Brixton Buzz]