Live Nation, a live entertainment company, has announced it will launch a collection of customizable augmented reality products, aimed at optimizing the fan experience at Live Nation events around the world. During the 25th annual Music Midtown festival in September, Live Nation and Hyundai will also be collaborating to bring music lovers an AR campaign promoting the new 2020 Sonata.
Live Nation’s suite of AR products, which is still in development, will be gradually integrated into select music festival apps, including the Music Midtown app. The products include AR Livestream, which allows fans to watch live performances with a 3D view, from anywhere around the world. Hyundai will also use this tool to showcase a custom 3D version of the 2020 Sonata to fans.
AR VIP Access will give users a behind-the-scenes look at the Music Midtown festival, including views from the side stage, backstage, soundboard and more using 360-degree cameras. The 2020 Sonata will also be included in this feature. Using AR Fest Lens, festival goers can point their camera anywhere and an AR list of the music lineup and times for all stages will appear.
Brands will be able to use AR Intermission to customize and alter stages during intermissions between artists, and AR Photo Opp will allow fans to hunt for “iconic” backdrops and snap pictures in front of them, which may even include 3D content as well.
"More than 90 per cent of live music fans globally say brands can enhance the live experience, and augmented reality presents endless opportunities," said Kevin Chernett, EVP global partnerships & content distribution at Live Nation. "The ability to drive culture through creativity while also adding value to fans allows brands to elevate expectations at live music events."
"The 2020 Sonata is Hyundai’s most technologically advanced sedan ever that aims to make the daily ride better," said Dean Evans, CMO, Hyundai Motor America. "That’s why partnering with Live Nation to utilize the latest in AR technologies to enhance the fan experience is in perfect alignment. 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. We are looking forward to working with the Innovation + Partnership division of our advertising agency of record, Innocean USA and Live Nation to deliver a live music experience like never before."