Vevo Looks to Take Music Videos Into Virtual Reality

Scientist wearing 3D glasses in lab
Monty Rakusen

Vevo will be there with a fully immersive music video experience when the just-announced Samsung Gear VR 3D headset is released later this year. Jon Li, product manager on the project, said in a statement that the project forced his team to re-think the whole music video-watching experience. 

"The result -- why not put music videos in an immersive, full screen theater experience?" he said. "So, we designed Vevo on Gear VR to be a new way to fully engage in music videos. It’s so different, I am convinced it will transform how music videos are created and experienced."

Samsung announced the Gear virtual reality headset on Wednesday at IFA in Berlin. It is powered by Occulus and works exclusively with the also-new Note 4 phone/tablet, which attaches to the 3D device and contains sensors to gauge your head's position.

At a special unveiling of the headset in New York City, tech journalists got to strap on the device, which was alternately described as both "mind-bending" if not a bit uncomfortable to wear for long periods of time.

Mashable's Lance Ulanoff described an onscreen demo that featured a Coldplay concert.

"Through the headset, it looked as if I was standing right in front of the band," he said. "A dancing Chris Martin appeared close enough to touch, and when they blasted star confetti in front of the stage, I had the urge to reach out and grab some."

Vevo is just one of the content partners that will need to be in place by the time the device goes on sale in the fall.