EVR signs deal to bring more Ally Pally gigs to VR

Virtual reality music content producer EVR Holdings announced an exclusive multi-year partnership with Alexandra Palace Trading on Wednesday.

The AIM-traded firm said the Alexandra Palace venue in London hosts an “eclectic mix” of live music, sport, cultural and leisure events throughout the year.

It said Alexandra Palace was looking to take “the next leap” in entertainment on the MelodyVR platform, where users were already able to experience The Chainsmokers’ sold-out concert at the venue.

The company said it was “looking forward” to welcoming more exclusive recorded and live VR content from Alexandra Palace to the MelodyVR platform in the near future.

“We are proud to be continuing our legacy of innovation by partnering with MelodyVR,” said Alexandra Palace Trading commercial director Lucy Fenner.

“In the last 12 months we've seen a record-breaking growth in concert attendances but now, through this partnership, even more people will be able to experience the magic of a gig at Alexandra Palace as well as introducing this iconic venue to new audiences around the world.”

Anthony Matchett, CEO of MelodyVR, added that in advance of the firm’s interim financial statements, he was “pleased” to announce another partnership with a “globally recognised” venue.

“I look forward to announcing further significant venue partners in due course and to providing an additional, more comprehensive update for our shareholders, summarising MelodyVR's recent successes, as well as our near-term and long-term corporate objectives shortly.”