In an exclusive interview with Benzinga, Ben Ferguson, COO of VR music platform Soundscape, shared insights into the fusion of music and virtual reality, and what the future holds for artists and fans alike.
Soundscape, known for its dynamic performances from artists such as deadmau5, GRiZ, and Evanescence, is at the forefront of revolutionizing the music experience through virtual reality.
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Elevating Artist And Fan Experiences In The Digital Realm
Ferguson began by outlining the core philosophy of Soundscape, which aims to "elevate and expose" artists to new dimensions of fan engagement.
"Our goal is to elevate and expose them to an entirely new opportunity when it comes to fan and artist experience," he explained. This mission has led to the development of a versatile platform where artists can find the perfect niche within the Soundscape Universe, tailoring their presence to maximize impact.
The intersection of gaming and music has opened up a plethora of opportunities for artists to connect with audiences in innovative ways.
Ferguson highlighted the unique position of Soundscape in this ecosystem, offering not just a bridge to gaming audiences but a comprehensive suite of interactive experiences.
"There are so many other ways to engage with a gaming audience outside of just getting your music licensed or featured in an OST," Ferguson noted, stressing the platform's focus on live concerts, album releases, and one-off VR experiences.
One standout feature of Soundscape is the Magic Mirror, which allows for seamless integration of an artist's music and visuals into the VR world. Ferguson detailed this process, which prioritizes ease and efficiency for artists, enabling them to bring their presence into VR with minimal effort.
He added: "What’s special about Magic Mirror for the artist is that we can bring their content into a high fidelity VR world with very little lift on their side," he said.
The Future Soundscape: Innovations And Aspirations
Looking to the future, Ferguson anticipates the continued growth of music and gaming partnerships. He envisions a diverse range of experiences that cater to the unique styles and sounds of each artist.
Soundscape, with its capability to offer high-fidelity, audio-reactive worlds, stands ready to personalize the VR concert experience. "In Soundscape, we can select from a number of high-fidelity, audio-reactive worlds that best suit the music of the artist," Ferguson highlighted, showcasing the platform's versatility.
The immersive nature of VR opens the door to entirely new music experiences, a potential Ferguson eagerly embraces. "Concerts in the metaverse are here to stay," he said, pointing out that Soundscape was the first native VR application released for Unreal Engine 5.
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As gaming continues to capture the hearts of younger demographics, the importance of platforms like Soundscape for musicians cannot be overstated.
Ferguson believes in the power of technology to increase an artist's reach without significantly raising costs, offering a tailored and unique fan experience. "Efficiency and reach are two of the greatest assets that come with innovations in technology like VR," he stated.
Ferguson also offered advice on measuring the success of gaming integrations for musicians, highlighting the importance of informed decision-making in digital strategy.
"Having the data story that comes with web traffic, social traffic, sales and merchandise metrics can all help paint a better picture of what’s successful and what’s not, and that’s crucial as you decide where to spend your time and money, " he said.
For aspiring musicians looking to make their mark within the gaming industry, Ferguson's guidance is clear: define your goals and pursue them with determination.
He encouraged artists to explore various avenues for exposure, from studio submissions to social media strategies. "The larger the audience you have, the more opportunities you create for exposure to that right person," he said.
As for what's on the horizon for Soundscape, Ferguson teased exciting developments, including the launch of Soundscape Presents: deadmau5 and collaborations with two more incredible artists lined up for late Spring/Summer.
"We’ve got some exciting new additions coming this year," he announced.
Image: courtesy of Soundscape.
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