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 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.”