NYC’s Rockwood Music Hall first ‘virtual venue’

Social VR platform Endless Riff has announced a partnership with New York venue Rockwood Music Hall to create the first ‘virtual concert venue’.

The venue, which hosts over 450 shows a month and is famed for its sound and atmosphere, will begin livestreaming events this month.

“Rockwood Music Hall has been providing music lovers a home in New York City for more than a decade, with a focus on hot, up-and-coming acts,” Ken Rockwood, Rockwood Music Hall founder and owner, said.

“Thanks to Endless Riff’s stunning technology and accessible platform, millions will join them in the crowd and be exposed to the Rockwood experience and that same great music.”

Consumers will be able to access Rockwood’s concert archive as well as access a range of additional features.

The platform is currently in open beta and available in the Occulus Rift store, but will move to other devices throughout the rest of 2017.

‘Virtual music festival’

Founded in 2015, Endless Riff is a social VR platform that looks to create collective virtual experiences.

The company uses networked VR tools to offer content across 2D, 3D and 360 formats.

The partnership with Rockwood represents the company’s first move towards creating a virtual venue, but its CEO explains that the main goal is much grander in scope.

“Our goal with Endless Riff is to create an endless virtual music festival, where fans from all over the world connect and bond through live music without having to travel any distance,” Mark Iannarelli, Endless Riff CEO, said.

“We have the tools to virtualize a cherished music venue such as Rockwood Music Hall, and the platform to share it with music fans all over the world. This partnership will be a showcase of what VR can do for live music, and we look forward to extending our network to more venues – modern, historical and imagined.”

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