MTV EMA MILAN
A VR LIVE STREAM for MTV
The world’s first VR live stream of a global award show.
Dir: Ashley Cowan

We are always looking at new ways to engage our audience and push boundaries. The MTV EMAs are one of the biggest nights of the year for us globally, so it makes sense to immerse viewers in this event live via virtual reality. As the first global music award show to broadcast the full event live in VR, we’re giving young people around the world a front row seat to the incredible music, artists and unexpected moments that make this show epic.
— Bob Bakish - CEO, Viacom International Media Networks

A Groundbreaking Project

In October 2015 we filmed and live streamed the red carpet and main MTV EMA show inVR via the MTV EMA app. This delivered the first ever live VR stream of a global music award show. “We are always looking at new ways to engage our audience and push boundaries,” said Viacom International president and CEO Bob Bakish. “The MTV EMAs are one of the biggest nights of the year for us globally, so it makes sense to immerse viewers in this event live via virtual reality.”

Live VR Stream

We had cameras on the red carpet and on the stage, capturing all the action in 360° to give our viewers the experience of actually being there. From standing alongside Ed Sheeran on the red carpet to having Pharrell Williams dance in front of their noses during the show, we gave access which was previously unimaginable to a fan. With a director controlled vision mix, the viewer missed nothing.

Success

The content streamed perfectly for over 3 hours and received thousands of views on the EMA app. Never before have viewers been able to see the awards in such proximity. At one point you could see up Pharrell's nose!

We wouldn’t say that virtual reality is mainstream at this point, but it’s starting to gain traction. The MTV audience tends to be at the forefront driving the early adoption of new technologies. Since we’re always looking for new ways to connect with fans - we’re excited to experiment in this space. If you’ve ever been to the MTV EMAs, you know the energy is incredible, the performances are powerful and the production is best-in-class. This technology lets fans who can’t be at the show experience it as if they are right in the middle of the action.
— Bob Bakish - CEO, Viacom International Media Networks
 
 

MTV EMA MILAN
A VR EXPERIENCE for MTV
An access all areas VR experience of the MTV EMAs in Milan.
Dir: Jem Talbot