British startup MelodyVR has scored another coup – signing a partnership with Universal Music Group to co-produce and distribute ‘revolutionary virtual reality music experiences’ featuring artists from UMG’s roster.
The news comes three months after MelodyVR signed a similar agreement with Warner Music Group.
It also continues Universal’s commitment to VR – which began when it agreed a virtual reality partnership with iHeartMedia back in January last year, before launching its own VR app, VRTGO, in October.
MelodyVR says it will be creating experiences with UMG artists including sell-out concerts, live performances, immersive music videos and intimate behind-the- scenes content.
The interactive experiences will be available on all major virtual reality and mobile devices through MelodyVR’s platform, which launches later this year.
“We’re proud to feature Universal Music artists on the MelodyVR platform and we can’t wait to show music fans across the globe what we’ve been creating together.”
Anthony Matchett, MelodyVR
Anthony Matchett, CEO of MelodyVR, said: “We’re incredibly excited to announce our agreement with Universal Music and look forward to working with their acclaimed roster of artists to create even more amazing VR experiences.
“We’re proud to feature Universal Music artists on the MelodyVR platform and we can’t wait to show music fans across the globe what we’ve been creating together.”
Michael Nash, Executive Vice President, Digital Strategy at UMG, said: “At Universal Music, virtual reality is one of several exciting new arenas, enabled by the evolution of technology, which we are developing for our artists to create deeper connections with their fans.
“Given the depth of engagement possible with VR, many of our artists are interested in producing more of this content and we have a robust pipeline of projects coming soon. We’re excited to work with MelodyVR to make these incredible new experiences available on their platform.”
MelodyVR is a wholly owned subsidiary of EVR Holdings plc (‘EVR‘) – a company that is listed on the AIM market of the London Stock Exchange.
The company recently announced a successful fundraise of £3.4m on 20th September 2016Music Business Worldwide
