Live Nation, the live entertainment company, has unveiled a suite of customisable augmented reality products – unlocking “more immersive ways for fans to connect with artists and brands at live music events across the globe”.

This September, at the 25th annual Music Midtown festival, Hyundai will be the first company to leverage a selection of Live Nation’s AR products. Hyundai will execute creative experiences for fans onsite and offsite to promote and explore new features of the 2020 Sonata.

Kevin Chernett, EVP global partnerships and content distribution at Live Nation, commented: “More than 90 per cent of live music fans globally say brands can enhance the live experience, and augmented reality presents endless opportunities. The ability to drive culture through creativity while also adding value to fans allows brands to elevate expectations at live music events.”

Dean Evans, CMO of Hyundai Motor America, added: “The 2020 Sonata is Hyundai’s most technologically advanced sedan ever that aims to make the daily ride better. That’s why partnering with Live Nation to utilise the latest in AR technologies to enhance the fan experience is in perfect alignment.

“Our mission with the partnership is to naturally integrate the Sonata and its premium design and suite of technology features into the AR experience in a way festivalgoers are sure to appreciate. We are looking forward to working with the innovation and partnership division of our advertising agency of record, Innocean USA and Live Nation to deliver a live music experience like never before.”

The initial suite of AR products in development include:

AR Livestream: Live Nation’s AR Livestream will allow fans globally to experience the festival in an “entirely new way”. By downloading the Music Midtown app, fans can click on the AR Livestream and point the app to a flat surface from which a three-dimensional, four-sided viewer that can be rotated will appear for fans to view selected performances – live from the festival. Hyundai will be integrated into the experience by showcasing a custom 3D version of the 2020 Sonata.

AR VIP Access: With AR VIP Access, fans onsite and offsite will be able to experience distinctive vantage points from Music Midtown that are typically reserved exclusively for industry insiders. This will include side stage, backstage and front of house soundboard with the use of new 360-degree power technology.

AR Fest Lens: Fans attending the select festivals will be able to point their smartphone toward any of the stages and a line-up will appear identifying which artists will be performing, as well as upcoming acts.

AR Intermission: AR Intermission unlocks the opportunity for brands to creatively reimagine what the stage can look like in between sets, creating “engaging experiences” for fans at concerts and festivals. 

AR Photo Opp: As live music events increasingly become the playground for social media content, AR Photo Opp can identify iconic and/or branded backdrops within venues and festivals. Fans can then snap photos with AR filters complete with custom 3D artwork that “effectively blend the digital and physical worlds to help fans capture, share and relive the experience in style”.