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New AR experiences include AR Livestream, which recreates festival performances on any flat surface, and AR VIP Access, which offers vantage points from backstage and FOH
By Jon Chapple on 20 Jun 2019
Live Nation has unveiled a suite of new augmented-reality (AR) products designed to enable artists and brands to connect with fans at its festivals and concerts.
Revealed today (20 June) at the Cannes Lions International Festival of Creativity in France, the AR solutions include products allowing fans to stream events live, get festival line-up info, create custom festival photos and virtually experience being backstage.
The first brand to take advantage of the technology is Korean carmaker Hyundai, which will use the 25th Music Midtown festival in Atlanta, Georgia, to showcase its new Sonata model.
The five Live Nation AR products currently in development are:
“More than 90% of live music fans globally say brands can enhance the live experience, and augmented reality presents endless opportunities,” says Kevin Chernett, Live Nation’s EVP of global partnerships and content distribution.
“The ability to drive culture through creativity while also adding value to fans allows brands to elevate expectations at live music events.”
Coachella, produced by rival promoter AEG, debuted its own AR experience at this year’s event, providing fans with AR filters that superimposed space-themed objects onto the Sahara stage and throughout the tent.
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