This week saw some interesting articles about the big potential for VR in the music industry, and the topic is worth investigating. Music is experiential in its very nature and is most profound when experienced live. Some initial experimentation on this front by, of all people, Paul McCartney demonstrates just how compelling a VR "live" experience can be. Furthermore, music creation is a highly artist endeavor, and one can only imagine the grand visual landscapes that might accompany what was once only a soundscape. Lastly, many proponents envision a new way to distribute this new digital content, where play counts and usage is encoded in the content itself, and compensates songwriters and rights-holders in a fair and equitable way.
MUSIC & BRANDS
This week's hat-tip goes to whiskey brand Lagavulin for their 45-minute "yule log" video featuring Nick Offerman. Ok, so maybe this isn't exactly a music partnership, but it follows a pattern informed by successful music / brand partnerships; it encapsulates the brand's message, capitalizes on Nick Offerman's fan base, delivers content in his aesthetic, and is just thoroughly enjoyable. It'll be on loop in more than a few households throughout the holidays.
