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Who App Comes To Life In Shepherds Bush

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The Who performing live in 1966
Photo: Chris Morphet/Redferns

Roger Daltrey was at the media launch of The Who’s 3D immersive app yesterday (Wednesday), to experience his own band in virtual reality.

The event took place at the Goldhawk Club in Shepherds Bush, London W12, a venue that was the scene of many of The Who’s early gigs, and an area in which Daltrey lived as a youth. Attendees were invited to view the app, which was announced on Monday with the release of a free version for smartphone, tablet and desktop, in IOS and Android formats.

The media, and Daltrey (above), had the opportunity to sit on a scooter and wear the Oculus Rift headset and headphones, to experience the full immersive effect of the virtual reality version of the app, which will be launched in the new year.

As reported on Monday, the spectacular, iconic visuals of ‘The Who Immersive App’ are based on a 3D virtual world with landmark events and images from the band’s extraordinary half-century. The app has been developed in collaboration with Trinifold Management, tech company Immersive and Universal Music.

Daltrey’s son Jamie, who is part of the 16-strong team at Immersive that launched the app, tells uDiscover: “With the whole concept of the app, it’s hard to describe what we’re trying to do in words, especially when you get into the virtual reality element. We always knew that when people turned up with the headset on, if you create a nice environment for them, that’s what opens people’s minds to the whole idea.”

Of the initial response to the app, he adds: “There’s been really been good feedback the whole way through. A lot of the industry has been waiting for this virtual reality wave, and I think in the new year, there’s going to be a lot of buzz about the whole thing. I don’t know how many other companies are trying to do virtual reality and music, but we’re in a really good space.”

Download the app for Apple iOS iPad and mobile here 
Download the app for Android tablet and mobile here

The Goldhawk Club event followed the previous evening’s triumphant concert at a sold-out Shepherd’s Bush Empire, a celebration of the music of The Who to mark their 50th anniversary in aid of the Teenage Cancer Trust. Artists including Liam Gallagher, Eddie Vedder, Geddy Lee of Rush, Rizzle Kicks, Tom Odell and Joe Elliott of Def Leppard covered Who songs during the show, which featured a closing performance by Roger Daltrey.

Visit our dedicated The Who Artist Page.

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