Globe partnered with Samsung and Years & Years to put together an amazing live performance, the first live streamed gig in VR!
In a first for the VR and music industry, Years & Years gave music fans the ultimate immersive experience, with an interactive VR performance streamed live across Europe. Following the recent unveiling of the new Samsung Galaxy S7 and on the eve of the band’s hotly anticipated 21 date European Tour, Years & Years pushed the possibilities of VR to the limit, with a first-of-a-kind gig curated specifically for live, enhanced viewing on Samsung Gear VR headsets.
Music fans across Europe tuned in live to see the band perform tracks ‘Worship’, ‘Shine’, ‘Desire’ and ‘King’, from the band’s platinum-selling album, Communion, in a visually stunning performance. Viewers were able to immerse themselves in a live performance like never before. Fans could opt to view the show from prime position on the front row; on-stage with the band; and even floating above the action on the stage, all during the live action.
Globe and its production arm Globe Production partnered with director Sam Wrench to curate the creative exclusively for VR viewing. Sam devised a 360 in-the-round stage set to complement the VR experience. Sam’s vision was to create an impressive UHD and LED dome structure to encapsulate both the band and audience, creating an intimate ‘world’ that transformed and evolved with the music.
Years & Years said: “We are buzzing. The show was like nothing we have done before. The VR element adds a totally new dimension for us as performers and for those watching. We’re proud to be the first artists to offer such a unique and special, immersive experience to our fans. We can’t wait to see the performance ourselves in 360 video.”
David Lowes, Chief Marketing Officer, Samsung Electronics Europe: “Last night’s collaboration gave music fans across Europe a taste of how a smartphone and VR can transform the art of the live performance - and the audience’s experience of it. Years and Years share our passion for progress and innovation and we loved working with them to use our technology to bring this one-of-a-kind experience to life.”
To mark the on-sale date of the new Samsung Galaxy S7 and S7 edge, content from the ground-breaking Years & Years performance Friday will be released on Friday, 11th March in 360 degree video via Samsung’s YouTube and Facebook channels, as well as via the Samsung + Years & Years app, available on the Oculus store.
The campaign generated a tremendous amount of PR coverage reaching out to 42 million people across Europe.
The partnership between Years & Years and Samsung carries on throughout the band’s European tour with the release of the live performance VR content and other assets for Samsung to promote the campaign.