VR music concerts: The 'no barriers' future of artists and fan interaction

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  Quantumrun Foresight
• March 25, 2022

Insight summary

The transformation of the music industry through virtual reality (VR) concerts has shattered barriers, allowing fans worldwide to experience live music like never before. From individual fans enjoying immersive concerts at home to companies developing specialized technology for virtual performances, the trend has reshaped the entertainment landscape. Governments, artists, and industries are adapting to this shift, exploring new forms of interaction, creating unique business models, and considering legal and ethical aspects, all contributing to a more inclusive and diverse musical culture.

VR music concerts context

Before the COVID-19 pandemic, some music fans were unable to attend concerts due to geographical, financial, or age restriction reasons. The pandemic added yet another barrier that included the cancelation of live music shows for everyone, making it impossible for artists to interact with their fans in person.  However, as the pandemic wore on, a renewed adoption of existing technologies made it possible for music fans to remotely stream their favorite musicians' concerts, interacting as animated avatars in games like Fortnite. Likewise, the industry later introduced VR options to attend concerts, offering a more immersive experience to fans. 

The application of virtual reality (VR) to music concerts has birthed VR music concerts. With VR concerts, music fans can virtually enjoy music concerts using VR headsets and mobile phone applications. The advent of VR music concerts broke the above-mentioned barriers of both the pre- and post-pandemic eras.

Companies like MelodyVR collaborated with artists to stream live concerts that fans could watch and participate in from anywhere in the world using dedicated VR headsets. MelodyVR uses real-world visuals through 360-degree cameras to give its users the experience of VR concerts. These cameras offer immersive features that allow users to watch from anywhere in the audience, including from backstage (or even on stage). 

Disruptive impact

For individuals, the rise of virtual concerts opens doors to new experiences and accessibility. Fans from remote locations who may not have the means to attend live concerts can now enjoy immersive musical experiences from the comfort of their homes. This trend can enhance the connection between artists and their global audience, fostering a more inclusive and diverse musical culture.

Companies in the music and technology sectors may find new opportunities for growth and collaboration. The development of specialized equipment for virtual concerts, such as the cameras designed by MelodyVR, indicates a growing market for tech solutions tailored to the entertainment industry. Partnerships between tech companies and music labels can lead to the creation of unique products and services, generating additional revenue streams and expanding the reach of both industries.

Governments and regulatory bodies may need to consider the legal and ethical aspects of virtual concerts. Issues related to copyright, licensing, and digital rights management could become more complex as virtual concerts become more prevalent. Additionally, the shift towards virtual entertainment may require new regulations to ensure fair pricing, consumer protection, and accessibility. 

Implications of VR music concerts 

Wider implications of VR music concerts may include:

• Info display apps installing real-time, event-related augmented reality (AR) app features, leading to a more engaging and personalized virtual concert experience for users, with the ability to add mascots and special effects to their virtual world.
• Scientists exploring predictive coding models and incorporating them in the design of virtual environments, leading to more immersive and realistic virtual concerts that can alter the bodily experience, enhancing the emotional connection between artists and fans.
• An increase in experimenting with new forms of artist-fan interaction over VR, outside of the concert format, leading to diversified entertainment experiences and opportunities for fans to connect with artists in unique ways.
• A decrease in the need for purchasing musical equipment and the logistics required for live performances, especially for those artists who may prefer to perform virtually instead of touring, leading to cost savings and increased accessibility for emerging musicians.
• The advancement of event delivery over future iterations of the metaverse, leading to the creation of new virtual spaces and platforms for artists to perform, collaborate, and engage with fans, reshaping the landscape of the entertainment industry.
• A shift in the way music education is delivered, with virtual platforms providing opportunities for remote learning and collaboration, leading to more accessible and affordable music education for aspiring musicians and enthusiasts.
• Changes in labor dynamics within the music and tech industries, with a growing demand for professionals skilled in virtual concert production and AR/VR development, leading to new career paths and potential shifts in the workforce.
• The potential for virtual concerts to reduce the environmental impact of live events, by decreasing the need for physical transportation, venue construction, and energy consumption, leading to more sustainable entertainment practices.
• The emergence of new business models within the music industry, such as paid virtual tickets and virtual merchandise sales, leading to diversified revenue streams for artists and music companies, and offering consumers more flexible and varied options for engaging with music content.

Questions to consider

• How do you think live performances and VR concerts differ? Which would you consider better in terms of the experience? 
• Given the opportunity, what would you add to the VR music technology to improve the user experience?