— The world’s largest entertainment company, Live Nation, has unveiled their plans for implementing ‘augmented reality’ features into their user experience, starting with Atlanta’s Music Midtown.

Live Nation was founded back in 1996, and has since grown to become the largest event promoter, venue operator, and ticketing service in the world. Still, the company continues to grow and innovate as if they aren’t already head and shoulders above the competition, this time deciding to add a futuristic element to their user experience.

For those unfamiliar with ‘augmented reality’, it is simply an interactive experience of a real-world environment where the objects that reside in the real-world are enhanced by computer-generated images. The most popular example would probably be Pokémon Go— the phone app that sent everyone into a frenzy back in 2016.

The offerings within the app include AR Livestream, VIP Access, AR Fest Lens, AR Intermission, and AR Photo Op. These features will allow music fans not in attendance to view live performances in their own environment via a virtual, four-sided jumbotron; allow users a live view of backstage, the soundboard, and other areas that usually require a backstage pass via 360-degree video; deliver a virtual lineup when festival attendees point their smartphones at a particular stage; lets users play with stage design in between sets; and offers Snapchat-like photo filters to dress up their selfies in the mosh pit, respectively.

These new features were birthed from direct feedback from Live Nation event-goers. In fact, Kevin Chernett, executive vice president of global partnerships and content distribution at Live Nation stated that,

“More than 90% of live music fans globally say brands can enhance the live experience, and augmented reality presents endless opportunities… The ability to drive culture through creativity while also adding value to fans allows brands to elevate expectations at live music events.”

Live Nation’s very first AR experience will be sponsored by Hyundai at this year’s Music Midtown Festival in Atlanta, GA as the carmaker uses this opportunity to promote their new 2020 Hyundai Sonata.

With phones having seemingly become an extension of the human body, Live Nation has come to grips with the fact that smartphones are now an integral part of the festival experience whether they like it or not. From capturing performances to sharing your experience on social media to even using your phone’s flashlight instead of cigarette lighters for your favorite ballad, smartphones and festivals have become inseparable.