Immersive Technologies Are More Important Than Ever
The global pandemic has brought a renewed interest in the role of virtual and augmented reality within the music sector, be it for concerts, fan interaction, music education or product marketing.
We’ve arrived at a time where the ability to create dynamic and immersive activations has brought huge opportunity for labels, artists, and fans.
Whether it’s Travis Scott’s music event on Fortnite to 12.3 million players, Apple’s acquisition of Next VR, Miro Shot’s Virtual World Tour or MelodyVR’s merger with Napster, the music market is in a period of exciting technological advancement.
At MIDI, we have worked with the world’s most innovative artists, new music businesses and international governments on the design and implementation of VR applications and tools, including the creation of the largest VR music training facility in the world.
We are uniquely placed to bring insight, guide vision and support the execution of ambitious projects in the mixed reality music space.
Where Are We Headed…
Synthetic Reality enables artists and celebrities to extend their success through avatar interactions, and indeed for ‘virtual humans’ to acquire fame and success in their own right.
When we couple this with the continued pace of improvement in the other immersive fields and the convergence of the gaming audience with music fanbase, it can be difficult to know where to invest thought, time and capital.
It is widely agreed that the convergence of the VR headset and the AR lens will bring mixed reality activations to a much broader audience and in a more intuitive manner.
…and How Will We Get There?
While technology can bring opportunity and consumer infiltration, it is the labels and artists that require the motivation to embrace the new direction.
Indeed, HTC’s Dave Haynes at a recent BPI conference commented;
“I would really be thinking from an A&R perspective: who are the next generation of artists coming up who can ride this wave? Because I think we are just at the beginning of it.”
The virtual, augmented, synthetic and mixed reality worlds provide the music industry with vast commercial potential alongside exciting new creative opportunities.
MIDI believe that music ecosystem stakeholders should start thinking now about how to reap the rewards of tomorrow, for the benefit of artists, businesses and fans alike.
our tech leaders
Terry Tyldesley
Terry Tyldesley is a renowned expert on VR, NFTs, Blockchain and social tech. She produced and curated the Music Tech Fest in Berlin, and is an active mentor for a number of music tech startups and a global music industry keynote ... Find out more
Matt Errington
Matt is an award-winning global music industry consultant and investor. He is regularly engaged by major record labels, publishers, artists and policy makers to drive a wide variety of business and market growth goals. Matt recently ... Find out more
Dan Sayer
Dan has over 20 years of music business leadership and artist management experience, including several technology start-ups. He specialises in funding and operating new ventures and assets, ecosystem development, blockchain and NFTs. ... Find out more
our tech focus areas
blockchain and Nft
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