A musical escape into a virtual world - A qualitative experimental study of how music fans perceive music concerts and other musical performances in virtual reality

Abstract: We live in a time when technology is digitalizing the world. Technology is a medium that brings people closer to each other and enables more experiences to take place; at home. The increase of music concert attendance boomed the music industry in 2016 and set record sales already halfway into the year. However, there are still people that cannot attend music concerts or performances due to other factors. It was not only the music industry that boomed in 2016; artists started producing music concerts in Virtual Reality (VR) enabling them to reach out to a wider audience. This study shows how music fans in the age between 20-30 perceive music concerts and performances in virtual worlds. The study conducted qualitative experiments and focus group discussions with a total of nine participants. The conclusion is that music fans perceive virtual reality as a media technology that needs more product development and focus on the possibilities of becoming a more social experience. Virtual reality is a technology that isolates the user; the music fans demanded an experience that enables co-presence. That is, achieving immersion and experiencing being present in a virtual world with another person.