The future is now as the ability to virtually chill with anyone, anywhere is becoming a reality and, inevitably, a marketing opportunity.

Citi, Live Nation and NextVR today announced a partnership to produce a series of up to ten live virtual reality concerts as part of the banking concern's longtime "Backstage with Citi" initiative, which rewards card members with thousands of events annually. Here, however, the series will transport fans via virtual reality technology into an immersive experience with what the companies' claim are the "world’s biggest artists." The initiative will include select concerts and "backstage" experiences with artists.

Virtual Reality Is Not Ready for Prime Time, But...

"'We want to push the boundaries of the very meaning of access beyond attendance and as technology evolves, it’s allowing us to do so," said Citi managing director Jennifer Breithaupt in a statement. "We are thrilled to be announcing this new initiative with Live Nation and NextVR that will offer 'front-row' and behind-the-scenes VR concert experiences for millions of fans."

The first VR live concert is slated for later this year and will be available via the Live Nation Channel on the NextVR app. Artists will be announced soon. The app will be available on all major platforms by the end of 2016.