Viacom NEXT, Viacom's emerging entertainment technology group, has premiered an original virtual reality music experience for the song Withdrawal by Max Frost, the Atlantic Records’ artist, at the 2017 Microsoft Build Developer Conference.
The video harnesses Microsoft Mixed Reality Capture technology, bringing fans face-to-face with photorealistic holographs of Frost, who sings and plays multiple instruments simultaneously in an immersive, underwater environment.
Frost said, "It was fun to work with Viacom and Microsoft to create this interactive fan experience for Withdrawal. Microsoft's Mixed Reality Capture technology allowed us to blow past current 360˚ videos to produce an awesome VR music experience."
Chaki Ng, senior vice president, Viacom NEXT, said: "Withdrawal opens the door to a new medium of music and performance; it's a first look at the future of music-based VR content. Using Microsoft technology we can now create even more immersive worlds for audiences to explore and enjoy.
“Withdrawal is one more milestone in Viacom's continued collaboration with pioneering artists and innovators to produce a new generation of personalised experiences for audiences around the world.”
Withdrawal marks the latest project of Viacom's in-house VR production team, which also partners with Viacom's entertainment brands, including MTV and Paramount Pictures, to deliver original experiences for branded content and live events.
In February 2017 at the SXSW Film Festival, Viacom NEXT presented Hot Sugar's The Melody of Dust, a first-of-its-kind deconstructed VR music album. Other productions include Chocolate by animator Tyler Hurd, recipient of the Vision VR/AR Summit 2017 Artist Achievement Award, and Smash Party VR, a game released for the HTC Vive headset.