Absolut Labs, a new venture from the vodka brand Absolut, is blending art, music, and technology for their first in a series of 360-degree virtual reality concert livestreams.
In a move to grab the attention of music fans and reimagine nightlife performances, Absolut Labs launched their first Absolut Reality VR viewing party featuring EDM artist Bob Moses at a rooftop venue in Brooklyn, NY on Friday, July 31.
360-degree GoPro rig drone testing
Filmed with a mix of 360-degree GoPro camera rigs and a drone, the Bob Moses performance was streamed live in VR on the accompanying Absolut Reality app. The Google Cardboard compatible app is available for download on both iTunes and Google Play.
For Absolut, this was more than just footage of a concert but a way of “reliving an experience as if you were in the front row. The video gives viewers the closest way to experience attending a concert without actually being there” according to a representative.
Absolut Labs sent out 5,000 custom Google Cardboard headsets
To raise awareness for the Absolut Reality Bob Moses livestream, Absolut Labs sent out 5,000 custom Google Cardboard headsets to Absolut and Bob Moses fans across the US to experience the concert from their own home.
Koncept VR, Wemersive, and digital agencies, Forever Beta and Two Goats, helped Absolut Labs bring fans closer to this summer rooftop concert in virtual reality.
Preproduction virtual reality meeting
The VR experience is also available on YouTube below. You can watch the 360-degree experience simply by using your cursor to navigate the video on your desktop or moving your phone up, down and side-to-side if viewing on a mobile device.
Image Credit: Scott Rudd for Absolut Labs
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