Event company

3D technology platform Unity partners with rave events company Insomniac

Unity, a leading global platform for creating and operating real-time, interactive 3D content, has announced a partnership with live music experience creators, Insomniac Events.

The partnership aims to explore ways to bring music and the metaverse together.

According to a press release, the team at Insomniac Events has partnered with Unity to bring fans an all-new persistent metaverse world where they can gather and engage virtually for live musical performances, regardless of their location.

The partnership will apparently “set a new standard in live entertainment”.

More details on the how and why will be announced on March 13, 2022 during a presentation at SXSW.

The presentation description reads, “Imagine going to a concert with your friends from across the country – even if you’re not physically in the same condition. Imagine meeting your favorite artist – and having a personal conversation. The merging of the physical and virtual worlds, accelerated by the pandemic, offers artists and fans an elevated, personalized and playful experience and chance to connect.

Unity is a world leader in the development of 3D technology and has even been approached by the US military to help them develop training programs. Insomniac Events was founded in 1993 and organizes dance festivals, club nights and raves around the world.

“Partnering with Insomniac Events is a fantastic opportunity for us here at Unity,” said Peter Moore, Senior Vice President and General Manager, Live Sports and Entertainment, Unity. “Pasquale and his team are groundbreaking and always looking to broaden their vision and add value to their community.

“This partnership is the start of a long relationship that we believe will usher in a new level of interactive and immersive experiences in the world of live entertainment.

“It’s an honor to be associated with an incredible company like Unity on this new adventure,” said Pasquale Rotella, Founder and CEO of Insomniac Events.

“Our vision is to create a social experience in which everyone is the headliner – where stories and music unite us in discovery, love and a true sense of belonging. Unity helps us create a first experience world for our community as we work together to deliver the next level of what the metaverse can be for entertainment and music.

Earlier this year, Warner Music teamed up with metaverse platform Sandbox to launch Concert Theme Park.

And talk to NME, Roblox vice president and chief music officer Jon Vlassopulos explained how some artists will be able to “launch and sustain successful careers virtually” without ever having to play actual gigs.