Daði Freyr collaborates with Landmrk Virtual Tours

Gabby Fernie

Icelandic Eurovision Song Contest 2021 entry Daði Freyr will be kicking off his World Tour with the help of techstart-up Landmrk and it's Virtual Tours platform. 

Beginning on 1 April in Freyr's hometown Reykjavik, the virtual tour will visit 50 destinations in 60 days. The digital nature of the tour has allowed it to be expanded beyond the original UK and European dates into Asia, Africa, Australia, North and South America. 

Fans within travelling distance of the gig (50 miles) can use their smartphones to enjoy a 2D holographic performance of Freyr playing his Eurovision entry “10 Years”, unlocked using augmented reality.

Landmrks Virtual Tours platform allows artists to generate a new revenue stream through paywalled content and experiences - delighting fans with immersive content, digital collectibles and contextual merchandising.

Users will be able to create their own unique piece of Daði Freyr World Tour merchandise - both physical items and in unique digital formats. These bespoke collectibles integrate each fan’s custom avatar, the date and their location.

“COVID-19 devastated the live music industry and broke the hearts of fans and artists alike" said CEO of Landmrk, Seth Jackson. "We at Landmrk wanted to do our bit to support the resilience of the industry and celebrate the personal connection between fan and artist. What more joyful way to launch our pandemic proof touring product than to support Eurovision favourite, Daði on his exciting Road2Rotterdam journey? As ever, Landmrk seeks to bring digital scale to very personal, location-based experiences.”