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Absolut and deadmau5 unveil VR nightlife game
Absolut vodka has collaborated with electronic musician deadmau5 to create a “first of its kind” interactive gaming experience which invites fans to join the artist on a night out in a virtual world.
The experience combines live-action, motion capture and videogame technology
The experience, called Absolut deadmau5, is part of the brand’s mission to “redefine and reimagine” nightlife through the brand’s Absolut Nights campaign.
Combining live-action, motion capture and videogame technology, Absolut deadmau5 allows fans to guide the artist through a virtual journey from his studio, navigating various obstacles, and ending with a live performance of his new track, Saved.
“Absolut has always pushed the boundaries of creative collaborations, from Andy Warhol to Lady Gaga, to foster unique connections between artists and fans,” said Afdhel Aziz, director, Absolut Labs.
“With Absolut deadmau5, we’re continuing our ongoing exploration of nightlife, using virtual reality as a canvas to create an epic, cinematic journey that celebrates spontaneous, adventurous nights out – that you can experience anytime, anywhere, anyplace.”
The experience begins in the artist’s garage with a guest appearance from his Instagram-famous cat, Meowingtons.
Users then help deadmau5 locate his car and set out to the gig. They must maneuver past obstacles from bouncers to fans to get deadmau5 to his concert destination on time, where he performs the song in front of a live audience – shot in his hometown, Toronto.
“It’s no secret I’m a huge gamer. Video games have always played a major role in my life,” said deadmau5.
“I couldn’t pass up the opportunity to create my own VR gaming experience, especially when it meant I could bring a broad set of fans on an interactive journey alongside me and share my music with them in a whole new way.”
Absolut deadmau5 is the second VR project to come out of Absolut Labs, which first experimented with bridging music and virtual reality in July 2015 with Absolut Reality x Bob Moses, the world’s first live VR concert.
Fans across the U.S. were given front row access to a sold-out Bob Moses concert from Brooklyn, New York via 360o live virtual reality video.
The Absolut deadmau5 app will be available for download in all major app stores, including iOS, Android and Samsung, and is best experienced using the Limited Edition Absolut deadmau5 VR cardboard headsets – available for US$17.95 at Absolutdeadmau5.com.