# Virtual Reality Orchestras LA Phil's 'VAN Beethoven' Experience Visualizes Classical Music By Cadhla Gray | Published 2015-09-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/la-phil References: [design-milk](http://design-milk.com/la-phils-van-beethoven-music-eyes/?utm_source=feedly&utm_medium=webfeeds) & [laphil](http://www.laphil.com/vanbeethoven) The realm of virtual reality is now transforming the typically auditory experience of music into a visual rush with LA Phil's 'VAN Beethoven' experience. The van is a miniature concert hall on wheels that sits the audience member in a chair, equips them with a [Samsung](https://www.trendhunter.com/trends/verses) VR headset and encapsulates them with high-quality surround sound. Using Oculus Rift technology, LA Phil's immersive experience takes the viewer to the performance stage of the [Walt Disney Concert Hall](https://www.trendhunter.com/trends/radnor-fruits). The 360 degree camera takes all angles, capturing the vivacious conductor Gustavo Dudamel and the incredible musicians vividly in 3D. The accompanying [Fifth Symphony](https://www.trendhunter.com/trends/world-mental-health-day) by Ludwig Van Beethoven completes the sensory experience. An incredible event on its own as well as a great marketing strategy for encouraging attendance to the Walt Disney Concert Hall; LA Phil's 'VAN Beethoven' is a perfect example of the power of virtual reality as interactive experiential marketing. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 16% | Activity: 63% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Virtual Reality Experiences:** Utilizing VR technology to create immersive experiences, such as LA Phil’s VAN Beethoven, presents a disruptive opportunity for marketing and entertainment industries. - **Visualizing Music:** Visualizing classical music through virtual reality and 360-degree cameras presents a disruptive innovation opportunity for the music industry to engage new audiences. - **Mobile Concert Halls:** Creating mobile VR concert experiences presents a disruptive opportunity for the music industry to increase accessibility to live performances and expand their reach. ### Who This Affects Most - **Entertainment:** The entertainment industry can use virtual reality technology to create immersive experiences and draw audiences in unique and engaging ways. - **Marketing:** Virtual reality experiences like LA Phil's VAN Beethoven provide a powerful marketing strategy for increasing event attendance and drawing attention to a brand. - **Music:** The music industry can utilize VR and 360-degree cameras to create new, engaging musical experiences and reach a wider range of audiences. ## Related on Trend Hunter - [Reinterpreted Immersive Events](https://www.trendhunter.com/trends/wizard-of-oz-360.md) - [Multi-Sensory VR Headsets](https://www.trendhunter.com/trends/ordovic-vr-headset.md) - [VR-Powered In-Car Entertainment](https://www.trendhunter.com/trends/holoride.md) - [Web-Based VR Games](https://www.trendhunter.com/trends/slice-of-music.md) - [Opera VR Rollercoasters](https://www.trendhunter.com/trends/eurosat-coastiality-the-phantom-of-the-opera.md) - [Cinematic Music Experiences](https://www.trendhunter.com/trends/cinematic-music-experiences.md) - [Immersive Audio Experiences](https://www.trendhunter.com/trends/xo-audio.md) - [Touch-Reactive VR Experiences](https://www.trendhunter.com/trends/presence-in-bed.md) - [VR Trombone Experiences](https://www.trendhunter.com/trends/vr-trombone.md)