Earlier this year we wrote about Sony Music’s plans for a virtual concert by artist Madison Beer, with an avatar version of the star performing in a virtual recreation of the Sony Hall venue in New York. At the time, the expected way to watch was using an Oculus Quest or PlayStation VR headset. Now Sony Music has revealed that the concert will be broadcast on TikTok as a livestream on 19 March.

It’s the work of the Sony Immersive Music Studios division that the label group created to use game engines like Unreal Engine and other VR / immersive technology for performances and artist experiences.

TikTok is joining US telco Verizon as a partner for the Madison Beer event, which will include an interview with the artist.

Broadcasting on TikTok rather than just to VR headsets is a sensible move, widening the potential audience enormously. Beer herself has more than 14 million followers on TikTok, and has racked up more than 1.5bn views of her videos on the app.

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Stuart Dredge

Music Ally's Head of Insight

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