Virtual reality companies are on the lookout for new ways to reach a larger audience, and they may have found an unexpected group ready for widespread adoption: Taylor Swift fans, also known as “Swifties.” The immense success of Taylor Swift’s Eras Tour has led fans to splurge on tickets, and its debut on the big screen shattered box office records. Now, experts in the virtual reality industry are optimistic that this success will also motivate Swifties to embrace the immersive world of VR technology.
In addition to being shown in stadiums and cinemas worldwide, The Eras Tour is now available for streaming on Amazon’s Prime Video app. Fans were excited to find out that they can watch the film in their own private virtual cinemas using Prime Video’s VR app on a Meta Quest, just like many other movies available on the platform.
Videos of devoted Taylor Swift fans, known as Swifties, singing along with headphones on have become a sensation on social media platforms like TikTok. This trend has caught the attention of industry experts, who believe that the immersive experience of attending one of Swift’s record-breaking tours could help boost the widespread adoption of virtual reality technology. Despite several attempts over the years, the mass adoption of VR headsets has faced challenges. The introduction of VR headsets in arcades in the early 90s did not lead to widespread popularity. Recent surveys, such as the 2022 Deloitte study, indicate that only a small percentage of Americans (12%) and UK residents (8%) own a VR headset. One of the latest VR headsets, the Meta Quest 3, is priced at $499 (£391), making it more affordable compared to previous models. This lower price point could potentially make VR technology more accessible to a broader audience.
The slow adoption of virtual reality technology can be attributed to various factors, including technological limitations and high costs. However, the landscape changed in 2016 when Oculus Rift, owned by Facebook, became the first commercially successful VR product available for $600 (£470). Since then, prices have become more affordable, with products like the Meta Quest 3, which was released in October 2023, priced at $499 (£391). The Meta Quest 2, its predecessor, is also more accessible at a price of $249 (£198). Despite these price drops, other VR headsets like Apple’s Vision Pro, set to launch in February, are still very expensive, starting at $3,499 (£2,741).
Typically, attending a concert is cheaper than buying new hardware, but the Eras Tour has changed the game. Resale tickets are going for over $3,800 each, leading VR experts to believe that Taylor Swift’s immense popularity could be the key to overcoming obstacles of content and cost. According to Rolf Illenberger, CEO of VRdirect, purchasing a $400 VR headset may seem expensive, but when you consider it as an alternative to experiencing a Taylor Swift concert, it suddenly becomes a reasonable investment. For fans of Swift, the price of the headset is not a barrier to enjoying her performances in an immersive virtual environment. Taylor Swift is seen as a game-changer for virtual reality. Tom Emrich stated that her influence proves that a strong brand is essential in attracting consumers to a new technology like VR headsets. Now that VR headsets are more affordable and functional, the next step is to create software or content that is so appealing that it convinces the average person to invest in new hardware.
According to VR expert and Taylor Swift superfan Tom Emrich, the combination of virtual reality and Taylor Swift is a game-changer. Emrich, who works at Niantic Labs in San Francisco, the creators of Pokémon Go, believes that iconic intellectual property is crucial for attracting people to new technology like VR devices. The recent release of The Eras Tour Concert Film in virtual reality has thrilled Swifties, although the film was not actually filmed using VR cameras. Instead, the experience feels more like watching a movie in a theatre rather than being immersed in a live concert. Emrich explains that the current VR experience is just the beginning, as future concerts filmed in 3D will allow fans to feel like they are standing right next to their favorite artists on stage. Although there is no confirmation of Taylor Swift herself creating a VR concert experience, Emrich remains hopeful given the excitement fans showed for The Eras Tour in VR. In the past, attempts to popularize VR through live sporting events have not seen widespread success. Despite positive reactions to virtual courtside views of NBA games, it did not lead to a surge in adoption among sports fans.
On the other hand, Illinberger believes that concerts lend themselves better to virtual reality technology. Unlike live sports events, concerts can be enhanced with CGI and editing after filming, making the viewer experience more engaging. Additionally, sporting events are often interrupted with breaks, causing fans to multitask and making it inconvenient to wear a VR headset. Illinberger points out that for concerts like those of Taylor Swift, the focus is on creating an immersive experience for fans. Virtual reality can help deliver that experience to fans who want to feel like they are right there at the concert.
