Apple’s New Vision Pro VR Headset Brings the Future of Technology to the Living Room
When Apple released its highly anticipated $3,500 Vision Pro virtual reality headset, it became clear that the future of technology is no longer knocking on the door, but rather inside the living room. With its immersive, three-dimensional experience, the Vision Pro headset, along with similar products from companies like Meta, is pushing the boundaries of what technology can do and how humanity can interact through it. While early reviews focused on the headset’s clunkiness and graphics quality, the possibilities of VR technology in the music industry are particularly intriguing, especially when it comes to creating immersive concert experiences.
AmazeVR: Pioneering Immersive Concert Experiences with Virtual Reality
AmazeVR, a company founded in 2015 by Korean company Kakao, is at the forefront of creating virtual reality concert experiences. The company made waves in 2021 when it partnered with Roc Nation to produce a virtual reality tour featuring Megan Thee Stallion, which was shown in AMC theaters across the country. They also collaborated with K-pop company SM Entertainment for a similar immersive concert experience with the group aespa. However, AmazeVR’s true breakthrough came with the launch of their app on the Vision Pro headset. Later this month, they will unveil their most dynamic and trippy concert experience yet, featuring the band Avenged Sevenfold. This achievement has earned Lance Drake, AmazeVR’s creative director, the title of Billboard’s Executive of the Week.
Lance Drake: Transforming Music Videos with Virtual Reality
Lance Drake, the creative director of AmazeVR, has been a music video director for over a decade, working with renowned artists such as Miike Snow, Steve Angello, and Muse. His journey into the world of virtual reality began with Muse’s IMAX concert film, Simulation Theory, which was released in 2020. Drake witnessed the power of VR when he saw fans interacting with the music videos he had directed during a VIP experience on tour. This experience led him to explore the possibilities of VR technology, eventually leading him to his current role at AmazeVR. Drake believes that VR and spatial video offer a new medium for musicians and visual creatives to transcend the limitations of traditional 2D content.
AmazeVR’s Immersive Concert Experience: A Closer Look
AmazeVR’s app on the Vision Pro headset allows users to experience fully-immersive VR concerts. The company captures performances from some of the biggest musicians in the world and places them in CG-driven environments that feel like an artist’s most insane dream. Users can interact with the concert experience, and the artists themselves perform as if they are looking and speaking directly to the user. Each VR concert typically features four songs and an interlude, providing a similar structure to a traditional live concert. However, the 3D nature of the experience and the intimate proximity to the artist create a unique and unforgettable performance that surpasses the limitations of traditional concerts.
The Evolution of AmazeVR: From Theater Tours to Virtual Reality
AmazeVR’s journey in the virtual reality industry started with theater tours featuring virtual reality concerts. Their partnership with AMC for the Megan Thee Stallion concert tour allowed fans to experience VR for the first time in a movie theater setting. However, with the rapid growth of VR headset sales, particularly with Meta’s products and the entry of Apple into the market, AmazeVR shifted its focus to launching their own VR concert app. This shift, along with strategic partnerships with companies like SM Entertainment, has allowed AmazeVR to stay ahead of the game and provide cutting-edge experiences for audiences around the world.
The Future of Virtual Reality in Music
With Apple’s entrance into the VR market and the evolving capabilities of VR headsets like the Vision Pro, the future looks promising for the integration of virtual reality in the music industry. However, there are still challenges to overcome, particularly in terms of awareness and adoption among artists. AmazeVR has seen success by working with artists who are already involved in the digital space, such as T-Pain and Avenged Sevenfold. With VR concerts becoming a new frontier for creativity and fan engagement, AmazeVR believes that more artists will see the value of this technology and embrace it as a new medium for musical expression.
Analyst comment
Positive news. The market for virtual reality (VR) headsets like the Vision Pro is expected to grow with Apple’s entry into the market. AmazeVR, a company at the forefront of creating VR concert experiences, is set to unveil their most dynamic concert yet, featuring Avenged Sevenfold. The future of VR in the music industry looks promising, but there are still challenges in terms of awareness and adoption among artists. AmazeVR believes more artists will see the value of VR technology and embrace it as a new medium for musical expression.
