Virtual Reality technologies have emerged as a driving force for change, both in the audio-visual and in the music sector. Are they economically viable? What creative potential do they hold? What is the forecast for their future?

In order to answer these questions, the Audio-visual Cluster organized the session “Virtual Reality, Video, and Music,” with internationally-known VR producers, within the context of the professional conference component of Primavera Pro – Primavera Sound.

The session included the participation of Steven Hancock, from Melody VR, the largest music content library of VR; Adam Rogers, from Gentle Manhands, American producer of videoclips and VR animation; Xavi Conesa, from Visyon, a Catalan benchmark company concerning the VR content, the Immersive and Augmented Reality. The moderator was Fèlix Balbas, from Minimo VFX, a 3-D and VFX company.

Goodie Cardboard 360, which works on the distribution of VR technology, distributed VR glasses among the attendees.