Even though streaming music on demand is more affordable than ever, music lovers will pay more to experience it live. The combination of music, performance, pyrotechnics, and entertainment make festivals and concerts worth going to. With rising demand for one-of-a-kind experiences, entertainment companies are starting to explore new avenues. That includes augmented reality.
So, how exactly can AR add value to live performances?
Augmented reality arms entertainment companies with endless opportunities to enhance live experiences. Irish rock band U2, for example, used AR to heighten their performance at the Experience + Innocence Tour. Concertgoers saw a massive iceberg projected on an 80-foot screen. But those who held up their smartphones to the screen saw a gigantic projection of Bono, towering over the audience.
The technology enables performers to break the fourth wall and boost audience engagement. Furthermore, it helps them build emotional connections with the crowd.
Maroon 5 also used AR in the most strategic way. They teamed up with Snapchat and Verizon to create live karaoke experiences at three of the band’s concerts. Fans could use Snapchat to sing along and film themselves while doing so. These social media engagements drive buzz around the event. It makes other fans realize what they’re missing out on and encourages them to get tickets to bands’ next shows.
Aside from elevating live performances, event promoters can use AR applications within concert venues and festival grounds for other purposes. Sponsors and vendors, for example, can leverage AR-enabled apps to offer coupons and prizes.
That’s what US-based event promoter Live Nation has been developing. They intend to integrate AR features with select festival apps. As a result, you will be able to watch larger-than-life animations unfold whether you’re at home or on site.
Let’s say you can’t attend a music festival. All you have to do is point the AR-enabled app towards a flat surface to stream the concert. It shows a three-dimensional rotatable viewer so you get the best views of your favorite acts.
Hyundai debuted the technology at the annual Music Midtown Festival in Atlanta, Georgia. They used it to promote the 2020 Sonata. Using the app, viewers were able to catch immersive views of select performances. Moreover, they were able to see 3D versions of the brand new Sonata.
Event promoters can use AR to guide concertgoers around the venue and keep them updated about the acts. As concerts and festivals grow in size and complexity each year, concertgoers will want quick and easy ways to keep up with the events and activities.
Concerts and augmented reality go so well together. While AR is about bringing the real and virtual worlds together, live events are all about finding a delicate balance between sound, performance, and emotional connections. Both experiences reinforce the other. Although most of the apps in this field are still experimental, they have the potential to go mainstream in the music industry.
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