57 LIVE MUSIC Magenta Musik 360
espite the transformation of the music industry from physical discs to downloads and streaming, live music
(Rock at the Ring) concert. Twinned with the Rock im Park (Rock in the Park) show, the event is one of the biggest music festivals globally and Germany’s biggest. The content from the concerts was not only available on the Magenta Music 360 app, but also via a free 360° HD live stream and a feed on EntertainTV. The idea was to use VR and 360 videos to bring the concert directly to the users, for an experience as close as possible to being there. This meant providing a service that included new interactive features, such as being able to choose camera views to allow users to
engage in a deeper experience with the artists. Around the same time, Swedish video solutions provider, Accedo, announced that it was working to launch the world’s first mass-market available VR experience for live concerts. The company offers a portfolio of experience-centric video solutions that enable customers to monetise video and transform video services to meet rapidly evolving consumer expectations. Covering the massive Rock am Ring event was quite a challenge.
still provides a unique way for artists to connect with audiences. That said, an artists can only do a show at a specific physical location, in some cases pricing can be prohibitive and making it to a venue may be daunting for certain segments of the audience. But using virtual reality, it is possible to offer music lovers an intimate involvement with an artist, close to the live experience, without being on-site. Artists, too, can benefit from these new technologies for engaging with fans. And, for the video content industry, VR provides the potential for a new, rapidly growing revenue stream. Launched in June 2017, the website, Magenta Musik 360 provided live VR streaming from that year’s Rock am Ring
THE NUMBER OF LIVE STREAMS AVAILABLE IN THE APP IS SIGNIFICANT AND VARIABLE OVER TIME
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