By the same token, however, Coachella created an OMG-moment when a hologram of late rapper Tupac performed alongside Dr. Dre, Snoop Dogg, and Eminem back in 2012. “That speaks to the festival experience,” Burke added.
Last week, Coachella proved the festival was committed to these augmented experiences by announcing that all attendees would be receiving a Google Cardboard viewer to watch VR content on the app while on-site.
“Our customers are reading about [VR]; we need to offer it in some form,” Burke said. But this was not a data-driven decision, he said. It stemmed out of a partnership with Google. In addition, Coachella is partnering with Here wireless earbuds, awarded SXSW 2016’s “Best in Show,” so that festival-goers can add sound filters to the live performances.
“We’re all about heightening the experience, while staying sober,” Burke said.
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