News: Live Nation & Hyundai Roll Out Augmented Reality Experiences for Concert Goers at Music Midtown Festival

For those about to rock, Live Nation salutes you, now with augmented reality.

This week, at the Cannes Lions Advertising Festival of Creativity in France, the live entertainment giant unveiled a suite of AR experiences that music festivals and their sponsors will be able to deploy in their mobile apps to engage attendees.

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Among the offerings are "AR Livestream," which will enable music fans not in attendance to view live performances in their own environment via a virtual, four-sided jumbotron, "VIP Access," which gives users a live view of backstage, the soundboard, and other areas that usually require a laminate via 360-degree video, and "AR Fest Lens," which delivers a virtual lineup when festival attendees point their smartphones at a particular stage.

Other features under development include "AR Intermission," which lets users toy with stage design in between sets, and "AR Photo Opp," which offers Snapchat-like photo filters to dress up their selfies in the mosh pit.

"More than 90% of live music fans globally say brands can enhance the live experience, and augmented reality presents endless opportunities," said Kevin Chernett, executive vice president of global partnerships and content distribution at Live Nation, in a statement. "The ability to drive culture through creativity while also adding value to fans allows brands to elevate expectations at live music events."

Hyundai, with an assist from ad agency Innocean USA, will serve as the first sponsor of the AR experiences, which will debut at the Midtown Music Festival in Atlanta in September. The carmaker will use the opportunity to promote the new 2020 Sonata. According to a Live Nation spokesperson, the festival's mobile app (available via iOS and Android) will include the AR Livestream, VIP access, and Fest Lens experiences.

"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 utilize the latest in AR technologies to enhance the fan experience is in perfect alignment," said Dean Evans, CMO of Hyundai Motor America. "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 festival goers are sure to appreciate."

For better or worse, smartphones have become omnipresent at concerts as fans capture rolls of photos and video of performances and share their experiences via social networks. The camera flashlight has even replaced the cigarette lighter held aloft during the classic rock ballad.

Now, using augmented reality, Live Nation and its corporate sponsors have the opportunity to insert themselves into that experience instead of letting Snapchat or Facebook have all the fun.