Two members of the Apple Vision Pro team have another vision: PulseJet Studios, a leading VR production studio paving the way for immersive music experiences.
The San Francisco-based startup intends to bring a mind- and ear-blowing music listening experience to VR headset-wearing masses.
“We want to be the VR version of MTV, and create a whole new experience in music videos, news and concerts,” said PulseJet President and co-founder John Gearty, who worked at Apple Inc. for a decade, most recently on the team behind Apple Vision Pro. [His co-founder, Brian Addison, worked at Apple and Niantic.]
“Everyone who likes music and has a VR headset” such as Meta Quest and Apple Vision Pro can use the service, which will come with a nominal cost for content ranging from rock music to symphonies, according to Gearty. “Kids are growing up this way, sitting on their bed with a VR show instead of watching TV.” He drew comparisons with the climate in the early 1980s, when FM radio ruled before MTV came along and upended, and helped, the industry.
To get there, Gearty and Addison have established a studio in the Mission district with green screen for bands to perform in a virtual world; created a YouTube 360 channel replete with videos and concerts; and is in talks with a major band (we are all familiar with them, but Gearty asked that they not be named until the deal is done) about a VR project.
The possibilities seem boundless, with room for behind-the-scenes features, documentaries, a VR DJ host to introduce news and videos (hello, MTV again!) — maybe an eventual tie-in with the Sphere in Las Vegas, or expanding content to kids shows featuring music.
At the very least, artists will increasingly use VR/mixed reality to produce albums — “Yes, the return of the album!” Gearty enthused — ushering in an era of new listening (and watching) experiences. It has been done. In 2019, Bjork released “Vulnicura,” generally considered the first VR album. Meanwhile, Will.i.am has unveiled AI-like capabilities that he is bringing to radio to rejuvenate music, talk shows, sports talk and other once-vital staples on the AM and FM dials.
“We have banked the business on VR-themed albums,” Gearty said, musing on a Taylor Swift leading the way, with VR content of her in the studio and on the road. “Think of all the kids, and their parents, getting to see her as if she’s in their room performing,” he said.
Of course, the appeal of VR isn’t just strong for fans who either can’t afford exorbitant ticket prices or don’t have the money to travel to see their favorite artist: A lot of older bands and solo artists increasingly wish to cut down on travel for health reasons, economics and/or to be climate friendly.
“VR opens us to so many new worlds and experiences,” Gearty said. “With Apple Vision Pro and Quest, it seems an inevitable new way to be entertained.”
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