17 June 2025
Imagine sitting front row at a concert, the artist singing directly to you. Now imagine standing right beside them on stage, surrounded by sound and light, as the lyrics dance through the air. That’s the new reality being shaped by immersive technology.
With the launch of Apple’s Vision Pro and platforms like Meta Quest 3, immersive headsets are turning music and storytelling into fully engaging experiences. Take Bono: Stories of Surrender, for example—Apple TV+’s new release isn't just a concert documentary. Through Vision Pro’s 8K video and spatial audio, viewers feel like they’re right there with Bono, sharing the stage at New York’s Beacon Theatre. His memories, music, and hand-drawn visuals—created using Apple Pencil Pro—come to life in a way that feels more personal than traditional media ever could.
According to Bono himself, this new format taps into emotion and memory in ways that go beyond what we expect from technology. “It’s not just being in the room,” he says, “you can be in your head.”
And Bono isn't alone. Musicians like Metallica, Alicia Keys, and The Weeknd are embracing immersive formats to reconnect with fans and redefine live performance. Guitarist Robert Trujillo of Metallica said their Vision Pro concert made it feel like he could “touch the crowd,” calling it a powerful tool to bring energy and connection back into the live music space.
But immersive tech isn’t limited to headsets. Venues like the Sphere in Las Vegas and Cosm in Los Angeles and Dallas are transforming the shared viewing experience too. These spaces use ultra-high-definition LED screens and surround-stage setups to turn concerts and films into interactive events for entire audiences—no headsets required.
Why This Matters for Businesses and Creators
Whether you're in entertainment, tech, media, or marketing, immersive experiences represent the next big shift in how people consume content.
Here’s what businesses should keep in mind:
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Consumer expectations are rising. People now seek not just content but presence. Immersive tech offers an emotional connection that traditional formats can’t match.
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Brand storytelling will evolve. Products, performances, and even ads can be crafted to surround, engage, and move audiences—whether on a headset or in a shared dome venue.
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New revenue streams are opening up. From exclusive immersive concerts to re-released films like The Matrix and The Wizard of Oz, businesses are monetising nostalgia and innovation at once.
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Innovation needs IP strategy. As immersive content becomes more creative and complex, businesses will need robust IP protection—from visual effects and performance rights to interactive design and software.
The Future Is Multi-Sensory
Venues like the Sphere are already planning expansions across the U.S. and globally, including a new flagship in Abu Dhabi. Meanwhile, Cosm is reimagining how classic films are experienced, using shared reality environments that blend cinema, stage, and spectacle into one unforgettable experience.
What was once futuristic is now just the new frontier. And for artists, developers, and brands, the question is no longer if you’ll need to adopt immersive formats, but how you’ll do it better than the rest.
Would you like help planning an IP or brand strategy to match this new immersive landscape?
Reach out to IP Solved — we work with forward-thinking creators, businesses, and innovators to help protect and commercialise their intellectual property in a rapidly evolving world.
