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Breakthrough Music Partners with Universal Music Group Nashville to Deliver Next-Generation Virtual Concert Experience

Universal Music Group Nashville to Unveil Virtual Reality Concert Experience at CMA Music Festival 2017

NASHVILLE, TN — June 6, 2017 — Universal Music Group Nashville has tapped music strategy and innovation company Breakthrough Music to deliver a virtual reality (VR) concert experience. The VR experience will be unveiled and on display at CMA Music Festival in the Universal Music Group’s Music Is Universal Event: Budweiser Dome presented by Rated Red. The dome will be open to the public beginning Wednesday night, June 7 through Sunday, June 11.

The VR experience marks the first major effort by a music company to integrate virtual reality into its music experience offerings.

The Universal Music Group Nashville dome will showcase a 360° interactive video experience. Visitors will automatically be immersed in the 360° content in the dome and then have the ability to demo the virtual reality experience in headsets. Clips will include concerts from Gary Allan and Lady Antebellum.

“We applaud Universal Music Group Nashville for their leadership in adoption of new technologies to engage people. The music industry has much to benefit from new models of music experience,” said Juliet Shavit, Co-Founder and COO of Breakthrough Music.

For those unable to attend CMA Music Festival in June, Universal Music Group Nashville plans to make select virtual reality experiences available in the future.

To learn more about this next-generation VR concert experience, contact Meredith Salefski at


About Breakthrough Music
Breakthrough Music was founded by leaders in music and communications innovation with the goal of developing new music distribution models that are built on trust and fair business practice. The company leverages deep relationships in the music and technology worlds to bring innovative ecosystems together for unique, custom, strategic solutions for companies looking to enhance their customer experience. To learn more about Breakthrough Music, contact us at

About Universal Music Nashville
Universal Music Group Nashville consists of Capitol Records Nashville, EMI Records Nashville, MCA Nashville and Mercury Nashville. Reading like a “who’s who” of Music Row, the combined rosters include Alan Jackson, Billy Currington, Brandon Lay, Brothers Osborne, Canaan Smith, Carrie Underwood, Chris Stapleton, Clare Dunn, Darius Rucker, Dierks Bentley, Easton Corbin, Eric Church, Eric Paslay, Gary Allan, George Strait, Haley Georgia, Jon Pardi, Jordan Davis, Josh Turner, Kacey Musgraves, Keith Urban, Kip Moore, Lady Antebellum, Lauren Alaina, Little Big Town, Luke Bryan, Mickey Guyton, Sam Hunt, Shania Twain, Sugarland, The Band Perry, Travis Denning and Vince Gill.