Waarom dit vraagstuk?
VR-brillen, AR filters via Instagram en XR-studios die worden gebruikt voor de productie van volledig virtuele festivals,.. Sinds de pandemie zijn meerdere aspecten van ons leven verweven met de virtuele wereld en 'Mixed reality' is lang geen sciencefiction meer. Technologie die vandaag een opkomende trend kent, kan deel uitmaken van het recept voor succes in de livemuziek industrie van morgen.
Digital Reality in livemuziek
In dit onderzoek werden de Digital Reality vormen VR, AR, MR en XR onder de loep genomen. Deze technologie wordt steeds meer toegepast binnen verschillende markten en komen steeds dichter bij de moderne consument te staan. Deze analyse geeft een inzicht in welke mate een integratie van Digital Reality op een livemuziek evenement nieuwe dimensies kan geven die de beleving voor de muziekfan verbeterd. Zowel muziekfans als experience providers (bedrijven die livemuziek evenementen faciliteren) kwamen aan het woord in dit uitgevoerde onderzoek. De resultaten waren verrijkend in inzichten maar één ding is alvast zeker: aan het hart van deze belevingen ligt voor de klant de human connection met andere bezoekers en de artiest.
ABBA Voyage | Industrial Light & Magic. (z.d.). https://www.ilm.com/vfx/abba-voyage/ ABBA. (2021, 2 september). ABBA Voyage: The Journey Is About To Begin [Video].
YouTube. https://www.youtube.com/watch?v=OE8aSnhzTfQ
About us | All Things Live. (z.d.). All Things Live. https://allthingslive.com/about-us
Afterlife. (2023, 23 maart). Anyma - Explore Your Future [Live from Tulum] [Video]. YouTube. https://www.youtube.com/watch?v=S9FxGRFbw9o
Ariana Grande. (2021, 7 augustus). Fortnite Presents: Rift Tour Featuring Ariana Grande [Video]. YouTube. https://www.youtube.com/watch?v=RiM0moNk74o
Augmented Reality (AR) Defined, with Examples and Uses. (2022, October 29). Investopedia. https://www.investopedia.com/terms/a/augmented-reality.asp
Ayazo, J. D. (2022, May 13). What the iPod meant in the technology and music industry. Impacto TIC. https://impactotic.co/en/what-the-ipod-meant-in-the-technology-and-musi…
BBC News. (2018b, maart 1). How Spotify came to be worth billions. BBC News. https://www.bbc.com/news/newsbeat-43240886
Benett, R. B. (2015). Live concerts and fan identity in the age of the Internet [Scriptie]. Elsevier
Ltd. https://www.researchgate.net/publication/283742325_Live_concerts_and_fa… y_in_the_age_of_the_Internet
BLACKPINK Wins First-Ever Best Metaverse Performance Award - 2022 MTV EMAs (Video Clip) | MTV EMA. (z.d.). https://www.mtvema.com/en-us/video-clips/ud0ulm/2022-mtv-emas- blackpink-wins-first-ever-best-metaverse-performance-award#
Blog, M. D. (2015, October 1). Eureka People: How Karlheinz Brandenburg invented the MP3. Microsoft Devices Blog. https://blogs.windows.com/devices/2013/01/29/eureka-people- how-karlheinz-brandenburg-invented-the-mp3/
Burtis, S. (2020, 10 augustus). An Introduction to Immersive Technologies - Vista Equity Partners. Vista Equity Partners. https://www.vistaequitypartners.com/insights/an-introduction-to- immersive-technologies/
36
CampaignUK. (2021, July 9). Wellness on the big stage: how live music connects fans with their values. Campaign. https://www.campaignlive.co.uk/article/wellness-big-stage-live-music- connects-fans-values/1720336
CNN Business. (2018, May 2). Bono and The Edge: Why U2 is embracing AR tech on tour [Video]. YouTube. https://www.youtube.com/watch?v=oVi7YPZPzkc&feature=youtu.be
Contributor, G. (2022, 22 december). How does the music industry
work? Linktree. https://linktr.ee/blog/how-does-the-music-industry- work/#:~:text=It%27s%20a%20market%20comprised%20of,into%20one%20of%20these%2 0categories.
Court, Elzinga, Mulder, Vetvik, D., Dave, Susan, Ole Jørgen. (2009, 1 juni). The consumer decision journey. McKinsey & Company. https://www.mckinsey.com/capabilities/growth-marketing- and-sales/our-insights/the-consumer-decision-journey
Daly, R. (2016). The Evolution Of Muse’s Tech-Obsessed Live
Shows. NME. https://www.nme.com/blogs/nme-blogs/evolution-of-muse-live-show- 1790119
Definition of immersive. (z.d.).
In www.dictionary.com. https://www.dictionary.com/browse/immersive
Deutschland, P. (2020, August 19). PRG is part of the biggest livestream festival ‘Wacken World Wide 2020’ [Video]. YouTube.
https://www.youtube.com/watch?v=Xp5Js_BlFxU&feature=youtu.be
Digital Wellness Nederland. (2022b, mei 11). Digital Burn-out - Digital Wellness Nederland. Digital Wellness Nederland - Digitaal Welzijn in een wereld vol digitale
technologie. https://www.digitalwellness.nl/digital-burnout/
DylanPanetta, & DylanPanetta. (2023, 6 mei). Cleaner Events: From Fireworks to Drone Light Shows. Drone Sky Shows - Australias Premium Drone Light Show
Events. https://droneskyshows.com.au/greener-light- shows/#:~:text=The%20use%20of%20drones%20in,physical%20materials%20like%20firewo rk%20shells.
EmergentVR. (2017, 31 juli). Twitter.https://twitter.com/EmergentVR/status/892038393529552901
37
Eventplanner. (2022, July 15). The Numbers and Money behind Tomorrowland: from 8,700 Visitors in 2005 to 600,000. Eventplanner.net. https://www.eventplanner.net/news/10599_the- numbers-and-money-behind-tomorrowland-from-8700-visitors-in-2005-to-600000.html
Folger, J. (2022). What Does Metaverse Mean and How Does This Virtual World
Work? Investopedia. https://www.investopedia.com/metaverse-definition-5206578
Gil Press. (2015, 27 december). A Very Short History of
Digitization. Forbes. https://www.forbes.com/sites/gilpress/2015/12/27/a-very-short- history-of-digitization/?sh=7ea3964e49ac
Guill, R. (2018, May 21). Augmented Reality May Not Be Useful, But U2 Is Changing Concert Experiences With It. Don’t Panic Labs. https://dontpaniclabs.com/blog/post/2018/05/21/augmented-reality-may-no…- but-u2-is-changing-concert-experiences-with-it/
Hanlon, A. (2023, 20 maart). The AIDA model and how to apply it in the real world - examples and tips. Smart Insights. https://www.smartinsights.com/traffic-building-strategy/offer-and- message-development/aida-model/
Hann, M. (2022, 9 februari). ‘We all need a plan B now’: the dicey world of live music after Covid. the Guardian. https://www.theguardian.com/music/2022/feb/09/we-all-need-a- plan-b-now-live-music-after-covid
Hassan, R. (2023, February 14). The Importance of Engaging and Maintaining a Fan Community. VAMP UK. https://www.wearevamp.co.uk/post/the-importance-of-engaging-and- maintaining-a-fan-community
Henrique Acquaviva. (2019, 17 oktober). Celine Dion - My Heart Will Go On (w/ drones) - Ottawa - Oct 16th, 2019[Video]. YouTube. https://www.youtube.com/watch?v=lB9EIuDunRw
History Of Music Piracy. (n.d.). Sutori https://www.sutori.com/en/story/history-of-music-piracy-- eBQLbohWekBUp4jzJYKiELT3
Islands in the Stream: The 10 Biggest Holdouts in Digital Music. (2015, January 2). Rolling Stone. https://www.rollingstone.com/music/music-news/islands-in-the-stream-the…- holdouts-in-digital-music-232923/
38
K. (2020b, May 17). Katy Perry - Daisies (Live From American Idol Finale, May 17 2020) [Video]. YouTube. https://www.youtube.com/watch?v=9UcHvzG1I1I&feature=youtu.be
Knopper, S. K. (2009). Apetite For Self-Destruction: The Spectacular Crash Of The Record Industry In The Digital Age. Simon & Schuster.
L. (2018, May 10). Go Behind The Scenes On U2’s eXPERIENCE + iNNOCENCE Tour! | Live Nation UK [Video]. YouTube. https://www.youtube.com/watch?v=4GH67cqFygo&feature=youtu.be
L. (2023, January 3). How Augmented Reality Revolutionizes Music Festivals. Lenslist Blog. https://blog.lenslist.co/2022/07/27/how-augmented-reality-revolutionize…
LED Wristbands Remote Controlled- Our Products | CrowdLED. (2022a, december 19). CrowdLED. https://crowdled.net/product/led-
Ligthart, D. (2022, 24 januari). Het belang van personalisatie in de klantreis [+
framework]. Frankwatching. https://www.frankwatching.com/archive/2022/01/24/persona lisatie-klantreis-framework/
Live | Redpill VR. (z.d.). Redpill VR. https://www.redpillvr.com/live/
Loyalty Marketing: What Marketers Can Learn from LadyGagas Little Monsters. (2018, June 24). R2integrated.
https://www.r2integrated.com/r2insights/archive/2018/06/24/04/21/loyalt…- what-marketers-can-learn-from-ladygagas-little-monsters
Magazine, M. (2022, 8 maart). Extended Reality Makes Television History with Katy Perry’s “Daisies” Performance on “American Idol” - Mice. Mice Magazine. https://www.mice- magazine.com/extended-reality-makes-television-history-with-katy-perrys-daisies- performance-on-american-idol/
Mashable Redactie. (2022, 27 juli). De MTV VMA’s omarmen het Metaverse dit jaar. Mashable Benelux. https://nl.mashable.com/entertainment-2/7734/de-mtv-vmas-omarmen-het- metaverse-dit-jaar
McCluskey, R. (2022). Ariana Grande to Travis Scott: The Biggest Metaverse Concerts. Mirrorworld | Metaverse News. https://www.mirrorworld.media/lil-nas-x-to-travis-scott-the-biggest- metaverse-concerts/
39
McKinney, K. (2014, November 3). Taylor Swift has taken all of her music off of Spotify. Vox. https://www.vox.com/xpress/2014/11/3/7149541/taylor-swift-music-off-spo…
Metaverse. (2023). https://dictionary.cambridge.org/dictionary/english/metaverse
Mishra, S. (2022, 4 oktober). Evolution of the traditional marketing funnel to the digital one. Medium. https://medium.com/@MarketerShruti/evolution-of-the-traditional- marketing-funnel-to-the-digital-one-2dc9da764c51
Mojo Concerts BV. (2020, January 30). Fan Journey. Mojo Concerts https://www.mojo.nl/over- mojo/partnerships/partnership-nieuws/fan-journey/
Monster, F. (2018, April 17). EMINEM COACHELLA 2018 SHOW 3D APP [Video]. YouTube. https://www.youtube.com/watch?v=5edteISwuEg&feature=youtu.be
NowThis News. (2022, 29 mei). What You Need to Know About the ABBA Voyage Virtual Concert [Video]. YouTube. https://www.youtube.com/watch?v=OgCX5HKTuRk
NOYS VR - Virtual Reality Live Music Concerts in Visionary Environments. (z.d.). https://www.noysvr.com/
NOYS VR. (2018, 11 juni). NOYS VR & ELBJAZZ [Video].
YouTube. https://www.youtube.com/watch?v=tKXqT-92GDU
NoysVR: Concerts in the virtual realm | future.hamburg.
(z.d.). https://future.hamburg/en/artikel/noysvr-concerts-virtual-realm
Nws, V. (2022, July 23). Van dancefestival over scholen bouwen tot glamping in de woestijn: hieruit bestaat het merk Tomorrowland. vrtnws.be. https://www.vrt.be/vrtnws/nl/2022/07/13/tomorrowland-naam-en-merk/
O’Mullane, A. (2022, July 9). The Power of Nostalgia to Drive Attendance – Lessons from Tipp Classical. Eventbrite Blog. https://www.eventbrite.ie/blog/the-power-of-nostalgia-to-drive- attendance-lessons-from-tipp-classical-ds0c/
Odisee [Geert De Backer]. (z.d.). Sales doelstellingen en strategie [Presentatieslides; PowerPoint]. KU Leuven Toledo. https://icts-p-toledo-moose.cloud.icts.kuleuven.be/on- premise/view/ppt/xid-330882882_2
40
Odisee. (z.d.). Data verzamelen – Instrumentontwikkeling [Presentatieslides; PowerPoint]. toledo.kuleuven.be. https://icts-p-toledo-moose.cloud.icts.kuleuven.be/on- premise/view/ppt/xid-333490350_2 Bachelorclass 3 (2022)
OpenAi. (2023, 25 april). ChatGPT. https://chat.openai.com
OQTACORE - Web & Mobile development. (2022, February 24). Daniel Ek: A brief history of Spotify and its founder. LinkedIn. https://www.linkedin.com/pulse/daniel-ek-brief-history-spotify- its-founder-oqtacore/?trk=organization-update-content_share-article
Oxytocine aanmaken en verhogen. (2019, April 12). School of Touch. https://www.schooloftouch.nl/waarom-tactiel-stimulering/oxytocine-aanma…
Paramount+ Australia. (2022, 29 mei). Paramount+ Drone Show at Vivid Sydney [Video]. YouTube. https://www.youtube.com/watch?v=vLXqM1KsS6s
Perry, K. (2020, 18 mei). Instagram. https://www.instagram.com/p/CAT9FNInif-/
PRG | xR Stage. (n.d.). Prg.com https://www.prg.com/en/technology/innovation/xr-stage
R., & R. (2022, October 12). Brand Ambassadors: Who Are They and What Do They Do? Radancy Blog. https://blog.radancy.com/2022/10/12/brand-ambassadors-who-are-they-and-…- do-they-do/
Rand, D. (2022c, november 30). User generated content: Definition, benefits, examples. The Future of Commerce. https://www.the-future-of-commerce.com/2022/11/01/user-generated- content-definition-examples/
Rebels, G. (2022, January 6). The power of fandom: what social media marketers can learn from teenage fans. Medium. https://medium.com/@goodrebels/the-power-of-fandom-what- social-media-marketers-can-learn-from-teenage-fans-63c0e184c8a7
Redpill VR | Redpill VR. (z.d.). Redpill VR. https://www.redpillvr.com/
Rensink, W. (2019). Wat is Virtual
Reality? Consumentenbond. https://www.consumentenbond.nl/smartphone/wat-is-virtual- reality
41
Reporter, G. S. (2019, 11 juli). “It’s upsetting”: the autistic music fans being shut out of gigs. the Guardian. https://www.theguardian.com/music/2019/jul/10/its-upsetting-the-autistic- music-fans-being-shut-out-of-gigs
Robertson, J. (2020, October 13). Wacken World Wide. TPi. https://www.tpimagazine.com/wacken- world-wide/
Rowatt, C. (2023, January 9). Live Streaming & Music: Music Industry Mega Trends. The Australian Institute of Music. https://aim.edu.au/news/live-streaming-music-music-industry-mega- trends/
Sacramento Bee. (2018, 16 juli). “Similar to fireworks, but a lot cooler.” Watch Intel’s effort to break drone record[Video]. YouTube. https://www.youtube.com/watch?v=KhDEEN4gcpI
Sensory Depriviation. (2018). Sciencedirect. https://www.sciencedirect.com/topics/biochemistry- genetics-and-molecular-biology/sensory-deprivation
Shelley. (2023, 29 mei). How to Establish Your Brand Credibility [Video]. Aspiration Marketing. https://blog.aspiration.marketing/en/how-to-build-brand-credibility
Speel Verkleed Spelen voor meisjes Online - Stardoll | Nederlands.
(z.d.). https://www.stardoll.com/nl/
Spencer, G. (2021b). Economic Benefits of Music: How the Music Industry Benefits a Nation’s Economy. Song Meanings and
Facts. https://www.songmeaningsandfacts.com/essays/economic-benefits-of-music/
Spotify Technology SA (SPOT) Stock Price & News. (2023, February 20). Google Finance. https://www.google.com/finance/quote/SPOT:NYSE?sa=X&ucbcb=1
Style Record Group. com. (2022, 1 juni). ABBA Voyage Concert - Behind the Scenes - Musicians performing in the ABBA Arena - Audience Reaction [Video].
YouTube. https://www.youtube.com/watch?v=jK2iwF8Oq7Q
Team, M. (2022, 17 augustus). Gigging in the metaverse. Is this the future of live
music? MusicRadar. https://www.musicradar.com/news/gigging-in-the-metaverse-is-this- the-future-of-live-music
42
The COVID Decade: understanding the long-term societal impacts of COVID-19. (z.d.). The British Academy. https://www.thebritishacademy.ac.uk/publications/covid-decade- understanding-the-long-term-societal-impacts-of-covid-19/
The death spiral of Napster begins. (2019, July 27). History. https://www.history.com/this-day-in- history/the-death-spiral-of-napster-begins
The Power Of Live. (2018). Live Nation https://livenationforbrands.com/wp- content/uploads/2019/04/LN_Power-of-Live_WhitePaper.pdf
Thomas Ovesen Presents – T.O.P. Entertainment. (z.d.). Thomas Ovesen Presents – T.O.P. Entertainment. Thomas Ovesen Presents – T.O.P.
Entertainment. https://thomasovesenpresents.com/
Ticketmaster dynamic pricing: What is dynamic pricing - how does it work and how to avoid it? (2022, August 25). The Scotsman. https://www.scotsman.com/whats-on/arts-and- entertainment/ticketmaster-dynamic-pricing-what-is-dynamic-pricing-how-does-it-work- and-how-to-avoid-it-3819459
Travis Scott. (2020, 26 april). Travis Scott and Fortnite Present: Astronomical (Full Event Video) [Video]. YouTube. https://www.youtube.com/watch?v=wYeFAlVC8qU
U2News. (2018, May 5). U2 AR eXPERIENCE - Augment your reality [Video]. YouTube. https://www.youtube.com/watch?v=D767lpLvHzY&feature=youtu.be
Ultimate History of Video Games. (2018, 22 april). Sword of Damocles (1966) - First augmented reality head-mounted display [Video].
YouTube. https://www.youtube.com/watch?v=eVUgfUvP4uk
virtual reality. (2023). https://dictionary.cambridge.org/dictionary/english/virtual-reality VR.Space. (2022, 2 juli). The History of VR - Where How, and Who Invented VR
Technology. https://vr.space/news/education/vr-history/
Walls, W. (2022, September 8). SEO for musicians: it starts with the fan journey. Bandzoogle Blog. https://bandzoogle.com/blog/seo-for-musicians-it-starts-with-the-fan-jo…
43
What is Customer Loyalty? Definition & Guide | Qualtrics. (2022b, februari 3).
Qualtrics. https://www.qualtrics.com/uk/experience-management/customer/customer- loyalty/
What Is Extended Reality - XR Explained. (2022, April 29). Sensorium https://sensoriumxr.com/articles/what-is-extended-reality
Wikström, P. (z.d.-b). The Music Industry in an Age of Digital Distribution | OpenMind.
OpenMind. https://www.bbvaopenmind.com/en/articles/the-music-industry-in-an-age-of- digital-distribution/
Word-of-Mouth Marketing: Meaning and Uses in Business. (2022, August 23). Investopedia https://www.investopedia.com/terms/w/word-of-mouth-marketing.asp
word-of-mouth. (2023). https://dictionary.cambridge.org/dictionary/english/word-of-mouth