Music giant Live Nation launches augmented reality tools for marketers

Josh Hall's picture

Live entertainment company Live Nation has announced a new suite of augmented reality products intended to offer new ways for brands to reach live music fans.

The company's suite of AR products include a new livestream format that allows fans to project a three-dimensional stream of festival performances onto any flat surface using their phone. A 'VIP Access' addon will give both on- and off-site fans access to restricted areas such as backstage and behind the mixing console.

For those attending festivals in person, the Fest Lens tool allows users to point their smartphone at individual stages and see details of forthcoming acts. Meanwhile the Intermission product promises brands the opportunity to "creatively reimagine what the stage can look like between sets" through new AR-enabled experiences.

Hyundai will be the first brand to test-drive Live Nation's new tools, with a series of AR experiences at Atlanta's Music Midtown festival to support the launch of its 2020 Sonata car.

Commenting on its new offerings, Live Nation's EVP of global partnerships and distribution Kevin Chernett said: "More than 90% of live music fans globally say brands can enhance the live experience, and augmented reality presents endless opportunities.

"The ability to drive culture through creativity while also adding value to fans allows brands to elevate expectations at live music events."

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