Universal Music Looks WITHIN for More VR Experiences

Comstock/Getty Images

Universal Music Group is stepping up its virtual reality game with a new partnership with vr/ar tech startup WITHIN. The two companies will work together to develop and create augmented and virtual reality experiences featuring UMG's roster of artists, with the content being hosted on WITHIN's app.

"Music is one of the most uniquely transformative mediums of human expression; combining it with immersive AR and VR experiences creates a new artform exponentially more powerful than the sum of its parts," said Chris Milk, co-founder and CEO of WITHIN. "This partnership allows us the incredible opportunity to work with top artists at UMG to create ever more meaningful and expressive immersive music experiences."

Michele Anthony, UMG's executive vp, added that "Working with our labels and artists, UMG has produced numerous VR experiences and this agreement will help evolve our strategy. Together, UMG and WITHIN will push the boundaries of how audiences experience music and create new ways for artists to forge deeper connections with their fans."

UMG and WITHIN collaborated earlier this year on a new virtual reality experience for the Chemical Brothers' son "Under Neon Lights," featuring St. Vincent. Viewers can interact with world inside the video, merging themselves in and out of the trippy environment. Last year, the WITHIN also distributed the premiere of "KIDS" by OneRepublic on its app.

The major label group also has a licensing deal with virtual reality startup MelodyVR, which will create and distribute content featuring UMG artists on its upcoming VR app.