Live Nation has unveiled a suite of augmented reality (AR) products to give fans a more immersive live music event experience.

The entertainment giant’s customisable AR products, which will first be integrated into select festival apps, are the latest addition to the firm’s portfolio of digital products connecting fans with brands.

Hyundai will be the first brand to leverage the products at the Music Midtown festival in Atlanta Georgia in September. The South Korean automotive manufacturer will implement several fan engagements onsite and offsite to promote its 2020 Sonata model.

Kevin Chernett, EVP global partnerships and content distribution at Live Nation, said: “More than 90 per cent 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.”

The initial suite of AR products includes Livestream, which when the user points the app at a flat surface, a three-dimensional, four-sided viewer that can be rotated will appear for fans to view selected performances live from the festival.

It also includes VIP Access, giving fans vantage points from within the festival, and Fest Lens, which provides the lineup of acts at any given stage the app is pointed at.

Intermission gives brands a platform to “reimagine” what the stage can look like between sets, and finally, the Photo Opp identifies branded backdrops within venues and festivals, which fans can then snap photos with unique AR filters with custom 3D artwork.

Dean Evans, chief marketing officer at Hyundai Motor America, said: “Our mission with the partnership is to naturally integrate the Sonata and its premium design and suite of technology features into the AR experience in a way festival goers are sure to appreciate.

“We are looking forward to working with the Innovation + Partnership division of our advertising agency of record, INNOCEAN USA and Live Nation to deliver a live music experience like never before.”