Arenas in concert with virtual reality to ‘transform’ the experience

Arena Birmingham and the Genting Arena are entering the world of virtual reality which will allow fans in to watch sold-out shows.

The venues’ owner, NEC Group, has agreed a “multi-year partnership” with MelodyVR, which creates virtual reality music content.

NEC Group’s head of arena sales Ian Congdon didn’t miss a beat when he said that “nothing can beat experiencing live music in a venue”, but VR can share the experience to a much larger audience.

“VR is transforming the concert experience and shifting how fans can consume music, so it’s fantastic to partner with MelodyVR as pioneers in this field,” he said.

“Their usage of exciting features and technological capabilities means missing a ‘must-see’ or sold out show could become a thing of the past.”

A selection of live events held at the Genting Arena and Arena Birmingham venues will become available, using the power of virtual reality technology, while some concerts will be live streamed.

MelodyVR chief executive Anthony Matchett said the NEC Group deal “forms part of a series of commercial arrangements which we expect to conclude over the coming weeks”.