SXSW 2023

Meet Me in the Music Metaverse: New Fan Experiences


Hybrid music festivals and events with at home and IRL attendees surged post pandemic and accelerated demand for more immersive and interactive fan experiences. Could the metaverse play a role in these events going forward? Bloomberg predicts the metaverse, loosely defined as an always-on internet with 3D virtual worlds where users take the form of digital avatars, could be an $800B market by 2024. Global virtual events are also expected to reach $504B by 2028. As home audiences boom post COVID and embrace mixed reality and tech like AR, VR and XR, the potential for fan experiences delivered in the metaverse grows. Could festivals and brands help fans forge deeper connections via the metaverse? Hear from AEG and Goldenvoice on this emerging tech and the future of music and live events.

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  1. How might the metaverse and web 3.0 technologies like AR, VR, and XR enhance or transform the fan experience at music festivals and life events?
  2. What opportunities could the metaverse provide brand marketers and popular festivals like Coachella when it comes to more meaningful fan engagement?
  3. What’s in it for fans? Could the metaverse be used to connect on-site fans with those attending festivals virtually? If so, what does that look like?


  • Andrew Klein, Managing Director for the Global Partnerships Division of AEG, AEG
  • Sam Schoonover, Innovation Lead for Coachella, Goldenvoice


Shannon Donnelly, Publicist, Beck Media

Meta Information:

  • Event: SXSW
  • Format: Presentation
  • Track: Future of Music
  • Track 2
  • Level: Beginner

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