FIGARODIGITAL.CO.UK
inition UK demo studio, in Shoreditch, London
Oculus Rift is one of the most
popular headsets on the market
It’s been a much alluded to fantasy in sci-fi for many years, but with headsets such as the Oculus Rift and the HTC Vive, virtual reality (VR) is more real now than it has ever been. Consumers’ insatiable thirst for
more and more immersive experiences within the worlds they love suggests a demand for such a technology.
Ben Gamble, lead developer at
ViewRanger/Augmentra says that gaming will be fi rst to crack the use of VR. “VR for games is going to be a big thing next year. It’s almost there,” he tells Figaro Digital. However, the tech seems to be seeping in to other areas of the entertainment industry. With the increasing popularity of
real-life immersive experiences such as Secret Cinema in the fi lm industry, and recently Trespass in the music industry – a live music event in Shoreditch, London which in May 2016 set out to invite music lovers in to the lives of the acts, who performed in specially curated rooms to portray their personality as artists. Of course, where there are eager
consumers, there are excited marketers – so how exactly do they see VR unfolding from a marketing perspective? Sarah Lipman, global marketing director of Warner Music, says that it
Futures Made Of Virtual Reality
The entertainment industry claims that VR is set to change the landscape of digital marketing – but just how close are we?
is a very intriguing time for VR, particularly within the entertainment industry. “Just the pure tech of it is exciting,” she says. “It’s really exciting to see come in to the industry that I love.”
Lipman and Warner have been
working on bringing VR into their marketing campaigns for their artists recently, and have big plans to continue this in to the future. As an act of allowing the so-called ‘superfans’ that coveted access to their favourite artists’ personal world, Warner recently created a 360 VR experience for their Canadian electro-pop act, Lights. “I wanted to take them even
closer to her,” Lipman explains. “We changed one of our rooms and we created a dressing room for her. She literally walks around the room, plays some music, shows us some comics that she draws. It’s a fun piece.” The other angle for music VR to
take of course is the possible introduction of digital access to live shows. “So let’s say, for example, there’s a Kanye West concert and it’s sold out straight away. You’d be able to buy a digital ticket. And while it’s not the same as actually being there, you’d get a viewpoint that you’d not get through any other means. So you might pay £40 for a gig ticket or £5
42 issue 28 summer 2016
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