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Virtual concerts were a huge talking point in the music industry a couple of years ago when IRL shows were on pause due to the pandemic.
Live music is back now, and business is booming, as evidenced by Live Nation’s recent blockbuster earnings, but the virtual concert space is still very much active. Superstar artists like Ed Sheeran are still seeing value in performing virtually, with Sheeran’s upcoming Fortnite-based iHeartLand appearance scheduled for October. British pop star and former Take That member Robbie Williams is making his own “metaverse debut” via a partnership with London-based Vertex Labs and its metaverse platform LightCycle. Set to launch in Q4, LightCycle is described as an AI-powered “hyper-realistic virtual city”, with the ambition for it to become “the go-to destination for art, film, gaming, music, fashion, sport, property and retail”. The platform is being developed in partnership with Dubai-based H3 Entertainment. (...) Vertex Labs is itself described as a “Metaverse, Web3 and AI infrastructure provider, powered by decentralised, real-time edge rendering engine”. In May, the company acquired London-based Digimental, a digital art studio, for USD $12 million. (...) Sara Ezen, CEO of LightCycle added: “Robbie has a dedicated and passionate fanbase and we believe that, through our unparalleled technology, we can bring them a supremely enhanced environment and fan-experience. “The concert is truly something special and we’re excited to be giving it a home in LightCycle so his fans, new and old, can enjoy next-level interaction and engagement. We are looking forward to seeing where we can go with this.” Ander Tsui, Founder & CEO of Vertexlabs.uk added: “Robbie is a visionary creative and, as the ultimate showman, his music and songs have had a huge cultural impact. (...) Source
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