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MelodyVR doubles down on Good Morning America partnership


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British virtual reality startup MelodyVR latest move is using music to push itself deeper into the world of mainstream TV. It has extended its deal with the ABC network in the US and its ‘Good Morning America’ show to offer TV performances from a number of country acts – including Trisha Yearwood, Trace Adkins, Luke Combs and Maddie and Tae – in VR from the Wildhorse Saloon in Nashville next Wednesday (13 November).

Fans will be able to choose from a variety of viewing positions and will also be able to access backstage footage. This follows MelodyVR’s broadcast of the show’s Summer Concert Series gigs – where musical turns included Marshmello and Kane Brown – in September, claiming that it drove 100k live streams of performances through its app alone.

MelodyVR itself reported that it generated £128.4k of revenues ($160.1k) in the first six months of this year but said it was planning to move from an à la carte (i.e. pay-per-view) revenue model to a subscription-based offering later this year.

Deals with major TV brands will help put the company, and the very idea of watching concerts in VR, in front of mainstream audiences, but it will be a longer and more arduous slog to get them to make it part of their regular viewing diet.

Eamonn Forde

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