Brands are keen as mustard on virtual reality right now, especially if they’re brands – like Samsung – that are selling VR devices.

And as we suggested in our VR primer earlier this year, that makes these brands a useful way for musicians to explore VR without bearing the financial risks. The latest example of such a partnership is British rock band Biffy Clyro’s project with Samsung. The band have been filmed for a music video that will be shown in 360 degrees via Samsung’s Gear VR headset, and the video is even touring the UK this summer through Samsung’s ‘Hypercube’ installation at various festivals. “Up to 50 festival goers at a time can use the Samsung Gear VR headset and instantly find themselves beside frontman/guitarist Simon Neil and his bandmates James Johnston (bass) and drummer Ben Johnston, suspended in a Perspex box above an abandoned warehouse,” explains Samsung. It’s certainly an alternative to dancing round the giant spider at Glastonbury…

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