Event TV: Samsung Electronics' CMO on Years & Years' VR gig

Samsung enlisted the band Years & Years to showcase its new Samsung Galaxy S7 tech via a virtual reality (VR) performance on Sunday (28 February).

Participants with Samsung smartphones across Europe could download the dedicated app - Samsung Galaxy S7 presents Years & Years in Gear VR - and plug in the brand’s Gear VR headset to watch the show.

The audience at the live event could also watch the gig through a headset, using the tech to switch between camera angles. The crowd’s Gear VR was powered through the S7 and S7 Edge.

Director Sam Wrench devised a 360-degree, in-the-round stage set to complement the VR experience. He created a UHD and LED dome structure to house both the band and audience, members of which wore programmable LED wristbands to add to the performance aesthetic.

David Lowes, chief marketing officer of Samsung Electronics Europe said he wanted the collaboration to give European music fans a taster of how smartphones and VR can transform live performances.

"Years & Years share our passion for progress and innovation and we loved working with them to use our technology to bring this one-of-a-kind experience to life," he explained.

More upcoming VR experiences: HTC reveals plans for secret zombie-themed VR events

Event TV: Philharmonia plans immersive digital series at Southbank

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