Sony Immersive Music Studios launches with Madison Beer VR performance

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You can watch Madison Beer perform several songs from her album Life Support in virtual reality later this year, following the launch of Sony Immersive Music Studios

Quick read

➨ Singer-songwriter Madison Beer will be the first artist to create an experience through Sony Immersive Music Studios
➨ She will perform a concert of songs from her Epic Records debut album, Life Support
➨ The immersive experience will take place in a recreation of the Sony Hall concert venue in New York City

The story

Sony is launching an immersive music studio that will create 3D and virtual reality experiences for major singers and artists.

Singer-songwriter Madison Beer will be the first artist to create an experience through Sony Immersive Music Studios, which was unveiled at CES 2021 this week.

Madison Beer will perform several songs from her Epic Records debut album, Life Support. She will be portrayed as a realistic virtual avatar during a performance that will be available later this year.

The immersive experience will take place in a recreation of the Sony Hall concert venue in New York City. According to Music Business Worldwide, Epic Games’s Unreal Engine was used to create the virtual venue.

Madison Beer fans will be able to view the Madison Beer Immersive Reality Concert Experience on PlayStation VR and Oculus VR, and as an immersive 2D experience that will be broadly available on streaming music video channels.

Sony Immersive Music Studios worked with Sony Music Entertainment and Verizon to develop the immersive experience.

‘Creating a performance like this one feels like a true gift’

The launch of immersive music studio comes at a time when live performances are all but cancelled globally.

This crucial source of income for the music industry earns more than 50% of total revenues, according to the World Economic Forum, which predicted in May 2020 that a six-month shutdown would cost more than $10 billion in sponsorships.

Digital delivery methods such as streaming are serving as alternatives, and labels are turning to new technologies and platforms to put their artists in front of audiences. Last year’s Travis Scott concert in Fortnite, another Epic Games creation, attracted almost 30 million live viewers.

Madison Beer says the process of putting her performance together with Sony Immersive Music Studios “is like nothing I’ve ever done before”.

She continues: “I love creating visuals, so it was really exciting for me to get involved in the process and make something special for my fans. We’re all disappointed we can’t go out and experience these songs on tour together, so creating a performance like this one feels like a true gift.”

Beer’s planned virtual performance “highlights the capabilities of these innovative formats which bring fans closer to the music than ever before,” adds Dennis Kooker, president of global digital business and US sales at Sony Music Entertainment.

Erin McPherson, head of consumer content and partnerships at Verizon, says: “New technologies only become real for consumers through groundbreaking performances like this one. Madison Beer is one of the most exciting young performers today, and her willingness to disrupt is a glimpse into the future of creativity and engagement in music.

“As interactive performances continue to evolve, Madison Beer and Sony will stand as a milestone in the development of new, immersive experiences for consumers, powered by Verizon.”

Will virtual performances like this ever replace live events, or will a hybrid model emerge, giving artists access to much wider audiences? Let VRWorldTech know what you think via Twitter, LinkedIn, Facebook or editor@vrworldtech.com.

Image: Sony Music Entertainment

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