Musical VR startup MelodyVR launched with a focus on pre-recorded performances from artists, but it has always been open about its desire to stream concerts live as well. Now those plans are coming in to focus.

Today, the company announced a multi-year deal with NEC Group Arenas, owner of the Genting Arena and Arena Birmingham venues, which will give it access to film gigs (subject to the necessary rights with artists, of course).

“MelodyVR will also live stream real-time concerts via VR and offer virtual concert tickets to sold-out shows with artists,” explained the company in its announcement to the financial markets this morning. “The concerts, as well as virtual concert tickets, will be available to purchase via the MelodyVR app on all Oculus Go and Samsung Gear VR virtual reality headsets. In addition, upcoming VR shows will also be promoted on selected event pages on The Ticket Factory website – the official box office for the NEC Group Arenas.”

It cites 50 Cent, Britney Spears and Florence & The Machine as upcoming concerts at the venues. “Our relationship with the NEC Group forms part of a series of commercial arrangements which we expect to conclude over the coming weeks with other landmark entertainment venues,” said CEO Anthony Matchett.

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