MelodyVR Signs First Venue Deal With Birmingham NEC Group

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Virtual reality firm MelodyVR has signed its first venue deal, partnering with the U.K. operators of the Arena Birmingham and Genting Arena (also in the English city of Birmingham) to enable music fans to experience live music concerts from the comfort of their own home.    

The exclusive multi-year deal with the National Exhibition Center (NEC) Group will see MelodyVR live stream a number of upcoming concerts direct from both venues via its VR app on Oculus Go and Samsung Gear virtual reality headsets. Tickets to VR shows will be promoted on the venues official online box office -- The Ticket Factory -- and will be charged at a varying percentage of the general admission ticket price.    

Upcoming acts scheduled to perform at the Arena Birmingham and Genting Arena, which both have a capacity of around 16,000, include 50 Cent, Britney Spears and Florence & The Machine. MelodyVR says its deal with the NEC Group is the first in a series of partnerships with “landmark entertainment venues” to be concluded over the next few weeks.    

“VR is transforming the concert experience and shifting how fans can consume music,” said Ian Congdon, head of NEC Group arena sales, in a statement. Praising London-based MelodyVR as pioneers in their field, he went on to say that VR technology meant that music fans would no longer miss out on witnessing sold-out shows.   

“Nothing can beat experiencing live music in a venue, but offering VR concerts to our customers gives them more opportunities to experience the live music they love and get closer to artists than ever before,” said Congdon.    

Since going public in 2016, London-based MelodyVR has signed licensing deals with all three major labels, as well as Roc Nation and Microsoft. It additionally claims to hold the world’s largest library of VR music content having recorded over 1,000 shows with more than 650 artists, including Kiss, Blake Shelton, Fall Out Boy, The Who and Bloc Party.