General view of the exterior of O2 Academy Brixton on November 23, 2019 in London, England.
Earlier this month, Live Nation U.K. and the virtual reality company MelodyVR partnered on Wireless Connect, a virtual version of London’s long-running Wireless Festival that featured 360-degree VR performances from 70 artists out of London and L.A., drawing over 132,000 fans from more than 34 countries. Now, the companies have announced an expansion of that partnership with Live From O2 Academy Brixton, a new experience that will allow artists to connect with fans via one-off VR concerts.
Live From O2 Academy Brixton will deliver live artist performances from the London venue using MelodyVR technology, with audiences able to choose the vantage point from which they'd like to watch the show. Each concert -- which is fully customizable for artists -- will be available in 360-degree and virtual reality on the MelodyVR app for anyone with a smartphone or Oculus VR device in the U.K., U.S., Canada, France, Germany, Sweden, Spain, Italy, Portugal, the Netherlands, Ireland, Switzerland, Austria, Greece and Belgium. Individual fans will be able to purchase access via Ticketmaster.
“We look forward to partnering with MelodyVR and presenting Live From O2 Academy Brixton which will connect artists with fans globally through the latest and exciting 360° VR technology, direct from a purpose-built studio set within this iconic and world-famous venue,” said Live Nation U.K. chairman Denis Desmond in a statement.
“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,” added MelodyVR CEO Anthony Matchett. “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.”