Both companies want to deliver music fans worldwide the possibility of experiencing new dimensions of music with the Pitchfork Channel on Inception’s VR app.

Pitchfork and Inception Announce Partnership for VR Music App

Pitchfork and Inception announced their partnership, combining Virtual Reality and music to prepare the market for a new generation of modern music fans. Pitchfork and Inception will combine their tools to create more immersion and interactivity and provide artists and musicians a stronger storytelling opportunity.

Pitchfork has an award-winning video channel functioning since 2008, and it covers music across all visual platforms. Inception is a leader in the creation and distribution of Virtual Reality casual content, it uses proprietary technology and exclusive content formats on its multi platform application for discovering VR music content.

“Inception is a double threat — both a platform and studio — and they share a similar point of view on VR’s most exciting opportunities. I’m looking forward to our partnership because it gives Pitchfork a destination within the virtual reality space and significant experience and expertise on the production side,” said RJ Bentler, Pitchfork Vice President, Video Programming. “Music videos have been a driver in the digital video space for a decade, and we see huge potential in expanding the art form into this much more immersive format. This is an entirely new way to think about visualizing and experiencing music, and we have tons of crazy ideas up our sleeve.”

“We selected Pitchfork as our number one music partner because we believe they truly are the most trusted voice in music,” said Benny Arbel, Inception CEO. “Their approach that marries documentary, live and review content fits perfectly with our VR world. Inception’s proven capability in interactive VR casual entertainment together with the creativity from the Pitchfork team and their selected artists will create truly immersive entertainment VR content.”

Pitchfork and Inception look forward to a long partnership and intend to push existing boundaries and break barriers together.

Source: Inception & Pitchfork

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