We’ve been writing about virtual reality startup Within since it was founded under the name of Vrse by Chris Milk, the filmmaker whose previous projects included the famous ‘Wilderness Downtown’ interactive video for Arcade Fire.

Now Within has signed a high-profile music partnership with Universal Music Group, to make both virtual AND augmented reality experiences for some of the label group’s artists.

Those will be made available in Within’s existing VR app, but in an announcement the companies said the deal “also aims to expand and integrate augmented and virtual reality across the creation, production, marketing and promotion of new musical tracks, from the recording studio to the release parties, concert stages and beyond”.

The Chemical Brothers and St Vincent have already become the first two UMG artists to work with Within, with a project called Under Neon Lights.

The deal sits separately from Universal Music’s existing partnership in the VR space, with startup VRLive for the UMG-branded VRTGO app that launched in October 2016.

One noteworthy thing: Within has always been known as a VR startup, but this partnership’s expansion into AR too shows how those two worlds – at least in terms of the companies creating content – may start to blur.

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