Citi, Live Nation and NextVR have announced plans to produce a series of up to 10 live virtual reality (VR) concerts as a part of the “Backstage with Citi” initiative.
The planned series will transport fans into an immersive VR experience with some of the world’s biggest artists including bringing fans “backstage” with the artists as they prepare to take the stage.
The series will build upon the success of the “Backstage with Citi” series that Live Nation and Citi previously collaborated on. The first live concert will launch later this year and artists will be announced soon. The series will be accessible on the Live Nation Channel and the NextVR app and available on all major platforms by the end of 2016. Portions of “Backstage with Citi” will also be made available on other channels.
“We want to push the boundaries of the very meaning of access beyond attendance and as technology evolves, it’s allowing us to do so,” says Jennifer Breithaupt, Managing Director, Media, Advertising and Global Entertainment, at Citi. “We are thrilled to be announcing this new initiative with Live Nation and NextVR that will offer ‘front-row’ and behind-the-scenes VR concert experiences for millions of fans.”
Consumer research firm Forrester predicts demand for VR headsets to reach 52 million units by 2020.
“Virtual reality is starting to take off and the time is right to experiment in the music space,” Darin Wolf, Executive Vice President, Live Nation Media & Sponsorships. “Together with NextVR and Citi we will be able to provide unparalleled access for fans to enjoy live music and see first-hand the emotion and adrenaline rush from artists as they prepare to perform live.”
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