NEW YORK — Music fans are about to get a VR concert experience.

At its NewFront presentation on Wednesday, Hulu said it will unveil its partnership with Live Nation, the world’s largest concert promoter.

The companies together will offer viewers "a specially curated virtual reality concert performance series from today’s most popular artists that will transform how fans experience live music and performances."

The content, which will be available on Hulu's VR app, will give fans an immersive backstage experience as if they were at the concert. They will be have the option to "hang out with their favorite artists before the show, experience the intensity of walking on stage as the crowds cheer and get the best seat in the house for the beginning of the performance."

Live Nation will also be producing programs with Vice Media and virtual-reality company NextVR.

Hulu launched its VR app in March. To date, it has created six pieces of VR content including a meditation video from Hulu's The Path and content from partners like TheirWorld and RYOT.

“Live Nation is dedicated to bringing the live entertainment experience to fans in new and innovative ways,” Jordan Zachary, Live Nation's Chief Strategy Officer, said in a statement. “No medium has the potential to bring the magic of a live concert to life more than virtual reality. We are excited to work with Hulu to bring fans closer than ever to the biggest artists and tours in the world.”

Also expected to be unveiled at the NewFront: A brand partnership with Goose Island Beer Company and Lexus.

The two will be integrated into Hulu's original series Casual and The Mindy Project.

“Hulu has always been a place for brands to engage with viewers beyond just :15 and :30 second creative spots,” Peter Naylor, SVP Sales at Hulu, said in a statement. “With our integrations we want to offer ways for brands to reach audiences that is seamless and natural to the storylines of our Original series.”

To beef up advertising overall, Hulu is partnering with BrightLine, a leader in interactive advertising, to deliver "first-to-market interactive advertising units built exclusively for the living room."

The premium on-demand streaming service also announced that its subscriber base has grown over 30% year over year and will reach 12 million subscribers in the U.S. by this month.

For the first time, Hulu will also partner with Nielsen to enable digital ad measurement through Nielsen Digital Ad Ratings.



Coming to the platform and in theaters this fall: Academy Award Winner Ron Howard’s feature documentary The Beatles: Eight Days A Week.

In other content news, Hulu will renew The Path and The Mindy Project.

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