VR/AR entertainment and technology company Within and Universal Music Group (UMG) have entered into a partnership to create and develop augmented reality and virtual reality music experiences featuring artists from UMG’s roster.

Within and UMG will work together to create multiple immersive experiences that will be distributed on Within’s app.

In addition to providing consumers with premium experiences, the partnership also aims to expand and integrate augmented and virtual reality across the creation, production, marketing and promotion of new musical tracks, from the recording studio to the release parties, concert stages and beyond.

Earlier this year, Within created an interactive, colourfully animated VR music experience for The Chemical Brothers’ song Under Neon Lights featuring St. Vincent.

Using a new technology called WebVR, it is accessible through all major web browsers. Last year, the company also distributed the exclusive worldwide premiere of KIDS by OneRepublic on its app.

“Music is one of the most uniquely transformative mediums of human expression; combining it with immersive AR and VR experiences creates a new artform exponentially more powerful than the sum of its parts,” said Chris Milk, co-founder and CEO of Within.

“This partnership allows us the incredible opportunity to work with top artists at UMG to create ever more meaningful and expressive immersive music experiences.”

Added Michele Anthony, executive vice president at UMG: “We are huge admirers of Chris’s innovative and creative work in music and VR, as well as the premium experiences Within offers to music fans. Working with our labels and artists, UMG has produced numerous VR experiences and this agreement will help evolve our strategy. Together, UMG and Within will push the boundaries of how audiences experience music and create new ways for artists to forge deeper connections with their fans.”

Look out for the December issue of AMI, which will include a special focus on AR/VR and immersive audio.