Sony bets big on virtual concerts and launches a virtual star at CES 2021
In the real world artists are constrained by lots of things, including the laws of nature, but virtual concerts make all that a thing of the past.
Key takeaways
- Take a sneak peak at the preview During the virtual concert Madison sang the songs from her latest album as an ultra-realistic avatar in a virtual version of the Sony Concert Hall, which was re-created especially for the occasion.
- Sony created the event using real-time 3D capture technology and Epic’s Unreal game engine.
- The virtual concert goes further than the simple reproduction of the artist and her environment though.
Cite or link to this article
Griffin, M. (2021) 'Sony bets big on virtual concerts and launches a virtual star at CES 2021', 311 Institute, 19 January. Available at: https://www.311institute.com/sony-bets-big-on-virtual-concerts-and-launches-a-virtual-star-at-ces-2021/ (Accessed: 1 October 2026).
As COVID-19 continues to accelerate the public’s uptake of anything and everything digital, including most notably for this article virtual beings, and virtual events that range from interacting with digital humans like Fable Studio’s AI characters, or attending Fortnite’s Travis Scott virtual gig, or Riot Games’ mega mixed reality E-Sports event, both of which saw tens of millions of people attend, Sony, who’ve been signing up their own virtual artists, have now announced they’re going all in on virtual events after they pumped over $250million into a new subsidiary called Sony Immersive Music Studios that’s “dedicated to the development of immersive musical experiences through the power of creativity and technology.”
The new entity, which also has a stake in Fortnite, is headed by Brad Spahr, former vice president of Sony Music and to celebrate the company’s launch they created a virtual performance by Madison Beer, an American singer and model, for CES 2021.
Take a sneak peak at the preview
During the virtual concert Madison sang the songs from her latest album as an ultra-realistic avatar in a virtual version of the Sony Concert Hall, which was re-created especially for the occasion. Sony created the event using real-time 3D capture technology and Epic’s Unreal game engine.
The virtual concert goes further than the simple reproduction of the artist and her environment though. Fire and rain were added which is much more complicated and expensive in a physical show, and if you want to see it “live” for yourself then the full concert will be airing soon on PlayStation VR and Oculus VR. In the meantime though you can see the teasers above. What do you think about the event? Would you watch a virtual concert?
What this means for your organisation
Live events gain a digital twin.
Virtual shows let artists perform to audiences far larger than any venue holds. Fortnite gigs have already drawn tens of millions. Event businesses should plan virtual formats alongside physical ones.
Physics no longer limits the stage.
In a virtual hall, sets, effects and even the performer's look can change at will. That widens creative options and revenue streams. Artists and promoters should experiment with experiences impossible in the real world.
Games engines become media tools.
The show was built with a games engine and real-time capture. Skills from gaming now power music and live entertainment. Media firms should build or partner for real-time 3D production skills.
Three questions for your next leadership meeting
- Which of our events could reach more people in virtual form?
- What experiences could we offer that physical venues cannot?
- Do we have access to real-time 3D production skills?
The trends and technologies behind this story
From the 311 Starburst, the 311 Strategic Intelligence Unit’s map of the technologies and trends shaping the next 50 years.
Analysis by the 311 Strategic Intelligence Unit, from Matthew Griffin’s article and 311 data. First published on Fanatical Futurist.
FAQ
Why does this matter?
In the real world artists are constrained by lots of things, including the laws of nature, but virtual concerts make all that a thing of the past.
About the author
Matthew Griffin Founder, President and Futurist, 311 Institute
Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath."
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Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath." 17-time best selling author of the "Codex of the Future" series, Matthew is the Founder, President and Futurist of the 311 Institute, a global Futures and Deep Futures advisory firm working with royal households, world leaders, G7, G20, and G77 governments, NGOs, and multi-national mid and mega cap firms to help them explore, shape, and lead the next 50 years of business and society.
An award-winning YouTube creator with over a million followers, with an unrivalled global reach and impact, Matthew is a highly sought-after international keynote speaker, lecturer, and mentor who collaborates with global leaders through the United Nations Alliance of Civilizations (UNAOC) and United Nations General Assembly (UNGA) to shape pivotal initiatives such as the UN’s AI for Humanity programme, the United Nations Conference of the Parties (UN COP), and the World Economic Forum in Davos.
As the former Global Head of Cloud, National Security, and Enterprise Sales for companies including Atos, Dell-EMC, and IBM, Matthew has a proven track record of building multi-billion dollar business units and turning failing divisions into market leaders. His ability to identify, analyse, and communicate the implications of hundreds of emerging technologies and trends is unparalleled, and his insights are trusted by many of the world’s most respected organisations, including ABB, Accenture, Adidas, AON, ARM, BCG, Centrica, Citi, Coca-Cola, Dentons, Deloitte, Dow Jones, EY, Google, KPMG, Lego, Legal & General, LinkedIn, Microsoft, PepsiCo, Qualcomm, RWE, Samsung, Siemens AG and Siemens Energy, T-Mobile, UBS, VISA, Walmart, Workday, Worldpay and many others.
Regularly featured in the global media including the AP, BBC, Bloomberg, CNBC, Discovery, Forbes, Khaleej Times, Telegraph, TIME, ViacomCBS, WIRED, and the WSJ, Matthews mission is to help organisations create a fair and sustainable future whose benefits are shared by everyone irrespective of their ability, background, or circumstances.
What future do you need to see?
Choose one to get started on virtual worlds and the future of your organisation.
Source: first published by the 311 Institute on 19 January 2021. Cite as: Griffin, M. (2021). Sony bets big on virtual concerts and launches a virtual star at CES 2021. 311 Institute. https://www.311institute.com/sony-bets-big-on-virtual-concerts-and-launches-a-virtual-star-at-ces-2021/
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