There’s been a few bands that have recently begun creating 360-degree music videos as a way of immersing fans into the artists music. Going one step further is renowned electronic music producer deadmau5 with a collaboration with Absolut Labs on a virtual reality (VR) experience called Absolut deadmau5.
Combining live-action, motion capture and the latest videogame technology, the project allows fans to control the artist through a virtual journey, from his actual studio, navigating obstacles, before culminating in a live performance of his exclusive new track, Saved.
“It’s no secret I’m a huge gamer. Video games have always played a major role in my life,” said deadmau5. “I couldn’t pass up the opportunity to create my own VR gaming experience, especially when it meant I could bring a broad set of fans on an interactive journey alongside me and share my music with them in a whole new way.”
The second project to come from Absolut Labs, Absolut deadmau5 is part of the brand’s ongoing mission to redefine and reimagine nightlife through its Absolut Nights campaign. The first was Absolut Reality x Bob Moses in July 2015. This was a live 360-degree concert where fans across the US were given front row access to a sold-out Bob Moses concert from Brooklyn, New York.
“Absolut has always pushed the boundaries of creative collaborations, from Andy Warhol to Lady Gaga, to foster unique connections between artists and fans,” said Afdhel Aziz, Director, Absolut Labs. “With Absolut deadmau5, we’re continuing our ongoing exploration of nightlife, using virtual reality as a canvas to create an epic, cinematic journey that celebrates spontaneous, adventurous nights out – that you can experience anytime, anywhere, anyplace.”
To be one of the first to experience Absolut deadmau5 you’ll need to head to absolutedeadmau5.com and pre-order the limited edition Absolut deadmau5 VR cardboard headset. This will grant access to the Absolut deadmau5 app and hear the new deadmau5 track on 27th July 2016.
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