Three lessons I learned from my first metaverse concert

The metaverse is a persistent, shared virtual space that continues to exist even after you log off. Such a world enhanced by immersive hardware engages the senses more than a flat screen can and shortens the distance between people to enhanced engagement. Satya Nadella of Microsoft said, “The metaverse is here, and it’s not only transforming how we see the world but how we participate in it – from the factory floor to the meeting room.”

So, what does this technology have to do with me and a metaverse concert? My team of Experiential Analytics consultants design “what if” scenarios to help clients explore future situations to manage current risk and improve existing plans. We had always done this through in-person, facilitated events, prior to the COVID pandemic, and our time working remotely changed for two years changed the way that we look at our work. We had time to reflect on what makes an experience. 

On Dec 12, 2022, we live-streamed a small concert from our holiday party in Washington D.C. into a small digital house in the Somnium Space metaverse.This event was a “proof of concept” for us to merge a physical event with a digital world to explore ideas and create a bridge to enhanced engagements.

Lesson 1. Why “phygital,” events will matter. “Phygital” means both physical and digital. Before 2020, we relied on primary physical events. From 2020-2022, we went almost fully digital as we waited out the pandemic. Some people are running quickly from remote experiences as that’s all they’ve known for the past few years, though the future will inevitably be a combination of both. Technology will continue to enhance our physical world and expand our toolkit of options to connect with each other.

Lesson 2. Do you own research. I needed to learn what I could about the existing metaverses (which ones would be the easiest for me to use for my concert experiment), what hardware and software I needed to make it work, and a little bit of Unity programming. There was no “one” solution as the metaverse field evolves continuously. Two academic courses through Everyrealm and MIT xPRO allowed me to connect with other professionals to share the latest ideas about metaverses and mixed reality. For the concert itself, a few of my team members have incredible musical talent and were able to design a live event to share with the team.

Lesson 3. Mixed reality will only get better. Metaverse technology incorporates more sensory dimensions and sound. I attended the Metaverse Summit 2022 sponsored by the Economist magazine earlier this year and was surprised at how engaging a remote conference could be. I could hear people talking nearby as I passed them in the convention hall and could change my perspective by moving throughout the space. Naysayers critique the early metaverse as a niche gaming experience with little participation. For many spaces this is true but persistent technology has a way of finding utility. Mixed reality will push us into exciting spaces, giving us new tools to find better connection and engagement.

The success of our metaverse concert was that it led to more engagement from my team, both for those who were there in person and for those who were not. Some technology may not exist for the next 5-10 years until its global utility increases, though we should keep dreaming and compiling ideas for when it arrives!