Universal Music Venture into AR and VR to Boost New Releases

    Within, the VR storytelling company, has been experimenting with various musical collaborators. The Chemical Brothers, a Universal Music Group artist, worked with the company to produce an immersive, web VR-based visual interpretation of the tune of the duo, “Under Neon Lights.” The company also arranged a music video for OneRepublic in VR for “Kids,” their single. Within is currently going big in a new partnership with the Universal Music Group to produce augmented and virtual reality experiences with the large roster of artists of the music label.

    Both companies will work together to produce immersive music, which will then show up on the app of Within which is available on Android, iOS, HTC Vive, Oculus Rift, Google Daydream, and Sony PSVR. The concept of this new partnership is to start collaborations early in the process of music creation to integrate VR and AR better into the creation, production, and promotion of new tracks, rather instead of just as an add-on.

    “Music is one of the most uniquely transformative mediums of human expression; combining it with immersive AR and VR experiences creates a new art form exponentially more powerful than the sum of its parts,” Within’s CEO Chris Milk said in a statement. “This partnership allows us the incredible opportunity to work with top artists at UMG to create ever more meaningful and expressive immersive music experiences.”