Universal Music Group and iHeartMedia announced a partnership focused on virtual reality, which the two companies say will enable them to connect artists, music fans, and brands and sponsors in a series of entertainment experiences. The two companies say they will create entertainment experiences that leverage cutting-edge technology, making immersive VR performances and experiences accessible to U.S. audiences for the first time at scale.
One VR experience by a UMG artist will be added to each major iHeart event in 2016, including the iHeartRadio Music Awards, the iHeartRadio Country Festival, the iHeartRadio Summer Pool Party, the iHeartRadio Fiesta Latina, the iHeartRadio Music Festival, and the iHeartRadio Jingle Ball Tour. The first VR music series will launch at the iHeartRadio Music Awards on April 3. The announcement was made today at CES 2016 by Lucian Grainge, Chairman and CEO of UMG, and Bob Pittman, Chairman and CEO of iHeartMedia.
Read the full press release HERE
