The companies say the partnership will make live music-based "immersive VR experiences" accessible to large US audiences for the first time. There are two different ways iHeartRadio and UMG plan to integrate VR into live shows. First, there will be a virtual reality "experience" tied to one UMG artist at every "major marquee iHeartMedia event" like the iHeartRadio Music Awards, the iHeartRadio Music Festival, and the iHeartRadio Jingle Ball Tour.



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