Citi, Live Nation and NextVR have announced a partnership to produce a series of up to ten virtual reality concerts. The collaboration continues Citi’s longstanding engagement with the music community, primarily through their “Backstage with Citi” initiative.
The new partnership will use virtual reality technology to provide fans an immersive concert experience from the comfort of home. No participating artists have yet to be announced, although the three companies claim they will stream concerts from “world’s biggest artists”
“We want to push the boundaries of the very meaning of access beyond attendance and as technology evolves, it’s allowing us to do so,” Citi managing director Jennifer Breithaupt said in a statement. “We are thrilled to be announcing this new initiative with Live Nation and NextVR that will offer ‘front-row’ and behind-the-scenes VR concert experiences for millions of fans.”
Citi, Live Nation, and NextVR will broadcast the first virtual reality live concert later this year via the Live Nation Channel on the NextVR app. The app will be made available on all major platforms by the end of 2016.
Citi’s current music-oriented program, “Backstage with Citi”, rewards card members with concert experiences hosted by participating venues worldwide.
Live Nation and NextVR announced their initial five-year partnership to broadcast virtual concerts in May.