Universal Music Group on Monday announced a strategic alliance with virtual and augmented reality entertainment company Within to create and develop experiences featuring artists from UMG’s roster.

The companies will work together to create multiple immersive experiences that will be distributed on Within’s app, according to a press release, and to help market and promote new songs.

“Music is one of the most uniquely transformative mediums of human expression; combining it with immersive AR and VR experiences creates a new artform exponentially more powerful than the sum of its parts,” said Chris Milk, Co-Founder and CEO of Within. “This partnership allows us the incredible opportunity to work with top artists at UMG to create ever more meaningful and expressive immersive music experiences.”

“We are huge admirers of Chris’s innovative and creative work in music and VR, as well as the premium experiences Within offers to music fans,” said Michele Anthony, Executive Vice President at UMG. “Together, UMG and WITHIN will push the boundaries of how audiences experience music and create new ways for artists to forge deeper connections with their fans.”

Earlier this year, Within created an interactive, colorfully animated VR music experience for The Chemical Brothers’ song “Under Neon Lights” featuring St. Vincent. Using a new technology called WebVR, it is accessible through all major web browsers. Last year, the company also distributed the exclusive worldwide premiere of “Kids” by OneRepublic on its app.

Source: Variety