Can’t make it to Atlanta to watch Billie Eilish, Cardi B or even The Coathangers on stage at the city’s annual Music Midtown festival this fall? Don’t fret.
Live Nation Entertainment (NYSE: LV) said it will debut its augmented reality experience allowing fans to see live performances from the festival without having to be there, and Fountain Valley-based automaker Hyundai Motor America will be the first company to leverage the AR product.
Hyundai will sponsor The Music Midtown AR event and use the livestream to show off its 2020 Sonata.
Fans that download the app can click on the AR Livestream and point their phone to a flat surface such as a wall where a three-dimensional, four-sided viewer will then pop up for fans to view select performances.
Live Nation said other initial offerings in development include the opportunity for app users to see parts of the festival typically reserved for VIP and staff such as backstage, side stage and front of house soundboard—noting that Hyundai will be integrated into the experience.
Hyundai Motor America Chief Marketing Officer Dean Evans said it looks forward to working with its agency of record Innocean USA in Huntington Beach and Live Nation to offer a new type of music experience.
“Our mission with the partnership is to naturally integrate the Sonata and its premium design and suite of technology features into the AR experience in a way festival goers are sure to appreciate,” Evans said in a statement.
Live Nation’s AR products will first be integrated into select festival apps as part of a larger push to provide more digital offerings for fans, as well as brands.
Live Nation Executive Vice President of Global Partnerships and Content 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.”
