London's O2 Academy Brixton To Host 360° Virtual Reality Concert Series

As the industry looks at new ways to bring fans a dose of much-missed live music during the coronavirus pandemic, Melody VR and Live Nation have announced a pretty cool partnership to deliver gig-goers 360° virtual reality gigs from London's iconic O2 Academy Brixton.

Using virtual reality technology, Live From O2 Academy Brixton will feature bespoke performances from artists, with fans even able to choose where they watch the show – including onstage.

In pictures: While She Sleeps slay their biggest-ever UK headline show at London's O2 Academy Brixton

A press release detailing these plans reads: “Live From O2 Academy Brixton will deliver live performances from artists using cutting-edge virtual reality technology, transporting the audience into the iconic London venue from around the world. Each show will be entirely bespoke and created in collaboration with artist teams, to deliver an exclusive, unique and premium event with world-class production values.”

“We look forward to partnering with MelodyVR and presenting Live From O2 Academy Brixton which will connect artists with fans globally through the latest and exciting 360° VR technology, direct from a purpose-built studio set within this iconic and world-famous venue,” Denis Desmond, chairman Live Nation UK, tells Music Week.

“MelodyVR’s mission is to use our innovative technology to make sure artists can keep staging amazing shows and fans can continue to experience and enjoy the live music that they love,” adds Anthony Matchett, CEO of MelodyVR.

“We’ve helped to take Wireless virtual this weekend, co-creating the successful Wireless Connect, and Live From O2 Academy Brixton is another exciting venture in partnership with Live Nation. Virtual shows are here to complement and support live entertainment, and we are proud to be working with the rest of the industry to ensure that live music doesn't stop.”

The announcement follows the first socially distanced gigs in Europe kicking off, as well as drive-in shows and the launch of the UK's new socially distanced music venue.

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