The MTV EMAs will air on Sunday, Nov. 12, broadcasting a hit parade of star performers from London to a worldwide audience. But those millions unable attend the show at SSE Arena can still interact with host Rita Ora and her fellow nominees onstage via augmented reality on the MTV EMA mobile app.
With their device plugged into select performances, viewers will see and be able to interact with digital animations transposed over the action. “3-D rendered objects can fill the environment around you,” Karmelina Parouka, MTV International’s vice president of digital content and engagement told Deadline. “We’re trying to immerse [fans] into the show itself, and tie it back to the artists they’re passionate about.”
What might this look like while watching the EMAs via your phone? To quote Deadline’s example, “As a musician like Camila Cabello takes the stage to sing Havana, that might prompt a virtual Cuban flag to unfurl within the app,” evoking a sort of musical fantasyland realized over top of live performances, reminiscent of the animated monsters dropping into your everyday environment in Pokeman Go.
The EMA augmented reality activation follows the artist- and musician-fueled virtual reality explorations and fellowships pouring out of the Viacom NEXT innovation lab. Viacom has been sinking roots into the growing augmented reality space for some time – check out Dr. Beau Lotto, a Viacom Labs creator-in-residence, discussing the blend between the digital and physical realms at an employee event last year:
Augmenting the augmented reality announcement is the unveiling of the EMA’s 2017 social squad, a coterie of global influencers immersing themselves into the festivities to spread the energy around the world in their native languages. This year’s squad is Madison Beer (U.S.), Hugo Gloss (Brazil), Bontle Modiselle (South Africa), Geordie Shore stars Sophie Kaseai and Charlotte Crosby (UK), and Marcel aka KsFreak and Manuel “Krappi” Krappinger (Germany).
— MTV EMA (@mtvema) November 3, 2017
The EMAs will air in more than 170 markets. Visit the show’s website for more information on how to watch and vote.