In partnership with iHeartMedia, the companies will use

virtual reality to connect brands and users.

Universal Music Group and music media company iHeartMedia are pairing for a series of fully immersive entertainment experiences that utilize virtual reality.

Through the initiative, one VR experience by a UMG artist will be added to each major marquee iHeartMedia event this year, including the iHeartRadio Music Awards, iHeartRadio Country Festival, iHeartRadio Summer Pool Party, iHeartRadio Fiesta Latina and more. The first VR music series will launch at the iHeartRadio Music Awards April 3.

UMG and iHeartMedia will also partner with brands to develop, produce and distribute these experiences, as well as connecting the brands and products with the artists and consumers.

“At UMG, we are focused on harnessing cutting-edge technology to pioneer new creative and commercial opportunities for artists, labels and fans,” says Lucian Grainge, chairman and chief executive officer, Universal Music Group. “By combining iHeartMedia’s music events and hundreds of millions of listeners with the ability of our artists to forge powerfully emotional connections with their fans, we are ideally positioned to use VR technology to create authentic experiences that benefit our artists, consumers and marketing partners.”

“Our greatest strength at iHeartMedia is that we curate for our listeners–in this case, working with UMG to create a completely new entertainment experience using state-of-the-art VR technology,” says Bob Pittman, chairman and CEO, iHeartMedia. “And now, as advertisers seek to tie their brands and products to music and artists in innovative ways, we can use our industry-leading reach and best-of-breed music events to unlock the combined power of music and VR as a revolutionary marketing tool. We’re excited to work with UMG in a partnership unlike any in the music and entertainment industry.”