The Rise of Augmented Reality in Live Music Events: The Cases of Snapchat and Gorillaz
Melanie Fernandes, Nicole Mallmann, Sangwoo Shin · Business Communication Research and Practice · 2024
Objectives: Augmented reality (AR) has been often used in live music events with an intention to improve the effectiveness of communication. The main objective of this paper is to describe two such cases. This paper also discusses some issues related to the use of AR in live music events and its practical implications. Methods: The main characteristics of AR technologies used in live music events are explored through two cases: Snapchat and Gorillaz. The two cases introduced in this paper showcase the cutting-edge AR technologies used in eXtended Reality concerts. Results: Both Snapchat and Gorillaz provide valuable insights into the innovative use of AR technologies in live music performances. The transformative power of AR in the XR live concerts brings a new level of excitement to the concert experience by incorporating virtual elements into the physical stage. The real-time AR effects that are synchronized with a band’s music foster deep engagement and interactivity among attendees, showing the potential of AR to be an effective communication vehicle in the context of live music concerts and festivals. Conclusions: The success of the AR-assisted music events exemplifies the power of collaboration between artists, animators, and technology experts. This underscores the significance of embracing interdisciplinary collaboration to unlock the full potential of AR technology.