MelodyVR is on a deal signing spree.
The firm has entered into a multi-year partnership with Alexandra Palace Trading which will see exclusive recorded and live VR content from Alexandra Palace made available the MelodyVR platform in the near future.
The announcement follows the news last week that the VR firm had entered into an exclusive partnership with NEC Group arenas.
As part of that deal, concert goers will be able to access a selection of live events held at the Genting Arena and Arena Birmingham venues via virtual reality technology, including performances from Royal Blood, The Script and UB40 Feat. Ali, Astro & Mickey.
APTL commercial director Lucy Fenner said: "We are proud to be continuing our legacy of innovation by partnering with MelodyVR.
"In the last 12 months we've seen a record-breaking growth in concert attendances but now, through this partnership, even more people will be able to experience the magic of a gig at Alexandra Palace as well as introducing this iconic venue to new audiences around the world"
MelodyVR CEO Anthony Matchett added: "In advance of our interim financial statements, I'm pleased to announce another exclusive partnership with a globally recognised venue.
"I look forward to announcing further significant venue partners in due course and to providing an additional, more comprehensive update for our shareholders, summarising MelodyVR's recent successes, as well as our near-term and long-term corporate objectives shortly."
The London venue hosts an eclectic mix of live music, sport, cultural and leisure events throughout the year.
It was from Alexandra Palace that the BBC launched the world's first high-definition television service in 1936, whilst the medium was still in development.