Music platform MelodyVR has signed licensing agreements with four labels and artist organisations, paving the way for a significant expansion of its catalogue of virtual reality (VR) experiences.
New deals have been struck with UMPI, part of the Universal Music Publishing Group and covering artists and groups such Florence & The Machine and Nicki Minaj, as well as the Society of Authors, Composers, and Publishers of Music, which represents the rights of authors and composers in France, such as David Guetta and Mylene Farmer.
MelodyVR has also signed licensing deals with the American Society of Composers, Authors and Publishers, which represents the rights of songwriters such as Kendrick Lamar, and licensing group BMI, which counts Lady Gaga and Childish Gambino as members.
Anthony Matchett, chief executive officer of EVR Holdings, which owns MelodyVR, said: “As MelodyVR continues to expand, these four music licensing deals enhance our opportunities for content creation and distribution on a global basis. Following a successful 2018 and with an exciting 2019 ahead, these agreements extend our position as the world’s only licensed VR music platform.”
The four new agreements follow the arrival of former Shazam executive Miles Lewis as chief commercial officer of MelodyVR in February.
Lewis left Shazam in September 2018, after Apple paid a reported $400 million for the music discovery app. He previously held sales and commercial roles a Last.fm, Yahoo and AOL.
Speaking in February, Lewis said of MelodyVR: “The opportunity to experience your favourite music via virtual reality is a new frontier in entertainment. As brand’s marketing strategies increasingly utilise storytelling to build more powerful relationships with consumers, the ability to create an in-depth connection with an audience via MelodyVR will become increasingly more valuable.”
“As consumers continue to want greater access to original content and unique experiences, we will be increasingly able to connect them with the artists they love via the MelodyVR platform. I look forward to launching exciting and engaging initiatives that will build meaningful commercial partnerships and I am incredibly honoured to be joining the MelodyVR team at this point in its trajectory.”
In January, MelodyVR signed an agreement with AWAL to stream live and pre-recorded VR content created with the alternative music label’s artists.