<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Accenture Interactive</span></p><p class="caption">A still from Disney's Dumbo activation by Accenture Interactive</p></div><p></p></div></div></p><ul class="summary-list"><li><strong>Accenture Interactive had a sprawling showcase at SXSW last week to highlight all the work it is doing for brands, its most splashy presence at the festival yet.</strong></li><li><strong>The company showed off a facial recognition-powered photo booth for Disney, an augmented reality activation for countertop maker DuPont, and other branded experiences.</strong></li><li>This is the latest example of how data-rich consulting firms are encroaching on ad agencies by pitching themselves as more strategic and tech-savvy. </li></ul><p>Ad agencies often criticize consulting firms that are encroaching on their businesses by saying they don't produce any actual work for brands. Accenture Interactive clapped back at SXSW last week with a sprawling showcase spanning two floors of a downtown Austin restaurant.</p><p>This year wasn't the first that the agency wing of the management consultancy giant - and the largest digital agency in the world based on revenue - had a notable presence at the festival. But it was the first time it highlighted client work on such a big scale.</p><p>The company showed off a facial recognition-powered photo booth for Disney, an augmented reality activation in for countertop maker DuPont, and other experiences that used technologies such as AR, VR and, 3D product visualization.</p><p>"The biggest change has been that until last year, clients were still in the demo stage of extended reality," Rori Duboff, head of content innovation at Accenture Interactive, told Business Insider. "Now, they want us to try and incorporate these technologies into everything they are doing, rather than one-off experiments."</p><h2>Brands are embracing AR, VR and other technologies </h2><p>The runaway success of Pokémon Go in 2016 and the prevalence of AR on<a href="https://www.businessinsider.com/apple-stock-price-iphone-ar-tim-cook-marketers-bullish-on-augmented-reality-2017-9"> phones</a> and apps like <a href="https://www.businessinsider.com/marketers-say-that-no-one-is-better-at-google-netflix-stranger-things-facebook-augmented-reality-than-snapchat-2017-11">Snapchat</a> have made these technologies mainstream, spurring a range of brands to embrace them. Global augmented reality ad revenues are expected to surpass $2 billion by 2022, per <a href="https://www.emarketer.com/content/augmented-reality-marketing-and-advertising-2018">eMarketer.</a></p><p>Accenture Interactive is seizing the chance to show clients what is possible and how such technologies can be used to drive business outcomes. It wants to help change brands' businesses, <a href="https://www.businessinsider.com/why-you-would-never-see-the-worlds-largest-digital-ad-agency-making-ads-for-olive-garden-according-to-its-head-2018-3">as opposed to creating TV spots.</a></p><p><em><strong>Read More:</strong> <a href="https://www.businessinsider.com/why-you-would-never-see-the-worlds-largest-digital-ad-agency-making-ads-for-olive-garden-according-to-its-head-2018-3">Why you will never see the world's largest digital ad agency making ads for Olive Garden </a></em></p><p>For DuPont Corian, Accenture Interactive is trying to reduce the friction between digital and physical shopping. Accenture Interactive is prototyping an AR experience that will let customers design their own counter tops using digital devices.</p><p>"Innovation and growth are paramount to our business, and this creates huge opportunities for our business to connect with customers in new and innovative ways," said Michele Rodman, global head of digital marketing at DuPont.</p><p>Disney is using Accenture Interactive to reinvent the theater-going experience with a venture called Studio Lab that's changing the production, distribution and marketing of movies.</p><p>Accenture Interactive created a facial recognition-powered movie poster for the premiere of Disney's "Dumbo" that changes depending on who's looking at it, based on the emotions it detects on the viewer's face.</p><p>"Agencies are great at coming up with creative ideas and campaigns," said Duboff. "But what we're doing at Accenture Interactive is actually coming up with meaningful use cases of technology, whether it's shopping or learning."</p><h2>Consulting firms are increasingly encroaching on agencies' turf</h2><p>Consulting firms including Deloitte, Accenture and IBM have been encroaching on the ad agency business by pitching themselves as more strategic and tech-savvy.</p><p>One way they've done that is through creative and technology acquisitions. Last year, for instance, Accenture Interactive acquired Mackevision, a producer of computer-generated imagery and immersive content.</p><p>They're also hiring. Over the past two years, Accenture Interactive's extended reality practice has grown to more than 300 people, according to the company, which says it will continue to make hires to support client demand.</p><p>As marketers look beyond traditional <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword>, they've started buying into the consulting firms' proposition. <a href="https://www.businessinsider.com/these-are-the-5-forces-that-are-rapidly-killing-advertising-agencies-2018-8">A Forrester survey</a> from fall 2018, for example, found that 73% of marketers are open to using consultancies for digital marketing work, including 14% who said they were "very open."</p><p>"Our work with Accenture brings a new level of digital technology capabilities that enhances the work we do with other ad agencies," said DuPont's Rodman.</p><p>But agencies <a href="https://www.businessinsider.com/huge-consulting-firms-are-coming-after-the-ad-agency-business-heres-how-agencies-are-fighting-back-2018-8">are fighting back by bolstering their strategic consulting</a> and data capabilities, and they're still ahead of the curve when it comes to branded creative, said Jay Pattisall, a Forrester analyst focusing on agencies. </p><p>"Accenture's brand of creativity is different from that of creative agencies," he said. "Accenture tends to focus on experiences using digital technology and not necessarily brand or campaign creative while the creative that comes out of agencies tends to focus on the emotion."</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/what-happens-when-you-dont-get-enough-sleep-2017-12">A sleep expert explains what happens to your body and brain if you don't get enough sleep</a></h3>        <div>                    </div>    </div>

Ad agencies say consulting firms never actually produce work for clients. Here's how Accenture Interactive proved them wrong at SXSW this year.

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Screenshot/YouTube</span></p><p class="caption">"Death Stranding," seen above, is expected to arrive on both the PlayStation 4 and Sony's next-gen PlayStation console.</p></div><p></p></div></div></p><ul class="summary-list"><li><strong><a href="http://www.businessinsider.com/category/playstation-5">Sony's next PlayStation</a> console is deep in development, but it still has a long way to go until it's available to buy.</strong></li><li><strong>The next PlayStation console, widely expected to be named PlayStation 5, won't arrive until May 2020 at the earliest.</strong></li><li><strong>That's according to Sony, <a href="https://twitter.com/mochi_wsj/status/1121687268123529216">which told reporters</a> that it won't release its next-gen game console any time in the next 12 months.</strong></li><li><strong><a href="http://www.businessinsider.com/">Visit Business Insider's homepage for more stories.</a></strong></li></ul><p><a href="https://www.businessinsider.com/playstation-5-release-date-price-specs-features-2019-4">Sony's next PlayStation</a> is deep in production, but that doesn't mean it's on the verge of launching.</p><p>Quite the opposite in fact: Sony says that it's next PlayStation game console won't arrive until at least May 2020.</p><p>The news comes out of Sony's annual financial release, which outlined the Japanese electronics giant's coming year - and, notably, doesn't include the launch of the next PlayStation console.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>YouTube/Cyberpunk 2077</span></p><p class="caption">"Cyberpunk 2077" is another game many people expect to arrive on next-generation video game consoles.</p></div><p></p></div></div></p><p>The console hasn't been officially named, but it is widely believed to be be named "PlayStation 5" given historic precedent - PlayStations 1 through 4 say hello.</p><p>Sony did reveal <a href="https://www.businessinsider.com/playstation-5-release-date-price-specs-features-2019-4">a variety of details</a> about the console <a href="https://www.businessinsider.com/playstation-5-details-2019-4">in a recent interview with Wired</a>.</p><p>Among the details:</p><ol><li>The next PlayStation has a new central processing unit and a graphics processing unit from AMD. The former is based on AMD's Ryzen line, while the latter is part of Radeon's Navi GPU line.</li><li>It contains a solid state drive instead of a hard disc drive, intended to dramatically decrease loading times for games.</li><li>It supports PlayStation 4 games as well as PlayStation 5, and is also compatible with PlayStation VR headsets.</li><li>It's capable of powering 8K visuals and producing "Ray Tracing" effects - the long way of saying, "games will look better than ever."</li></ol><p>And now, one more detail we know: It won't arrive until at least May 2020. Applying past precedent here as well, it's likely Sony won't launch the PlayStation 5 until holiday 2020 - but that remains to be seen.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/disney-plus-finally-reveal-its-streaming-platform-2019-4">Disney Plus is set to have more than 500 movies and 7,500 TV shows. Here's a look at which ones you'll find.</a></h3>        <div>                    </div>    </div>

The next PlayStation won't arrive until May 2020 at the earliest

<p></p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>"Star Wars: The Force Awakens" opens in cinemas on December 17, but if you can't wait that long to get your "Star Wars" fix, then Google has your back.<p>The search giant is teaming up with Disney <a href="http://www.starwars.com/news/disney-and-google-announce-stunning-interactive-experiences-to-celebrate-star-wars-the-force-awakens">to release a series of virtual reality "experiences"</a> based on the sci-fi blockbusters series. It has been developed by Lucasfilm lab ILMxLAB, and the first instalment will be released on December 2.</p><p>You can watch it using Google Cardboard, Google's DIY virtual reality headset made out of - you guessed it - cardboard.</p><p>In the US, you can pick up a special version of Cardboard from Verizon shops. Alternately, you can <a href="https://www.google.com/get/cardboard/get-cardboard/">get one directly from Google or its partners</a>. It will work on both iOS and Android.</p><p>Right now, we're light on details about what the virtual reality "experience" will actually be about. <a href="http://www.starwars.com/news/disney-and-google-announce-stunning-interactive-experiences-to-celebrate-star-wars-the-force-awakens">The promotional "Star Wars" website says only that it is</a> "a new virtual reality experience developed along with Google and Verizon. This will feature the first-of-its-kind serialized Google Cardboard Virtual Reality (VR) experience that combines a compelling story, which ties directly into the opening of <em>Star Wars: The Force Awakens</em>, with the very latest cutting-edge Virtual Reality technology."</p><p>From the sound of it, it could be similar to an earlier tech promo Disney released - a 360-degree video of a landscape that will feature in the upcoming movies.</p><p><div><div id="fb-root"></div><div class="fb-video" data-allowfullscreen="1" data-href="/StarWars/videos/vb.169299103121699/1030579940326940/?type=3"><div class="fb-xfbml-parse-ignore"></div></div></div></p><p>The VR project is one of a number of tie-ins between Google and Disney ahead of the new movies.<a href="https://www.google.com/starwars/"> Google users can also choose a special theme for their apps based on either the Light or Dark Side</a>, and easter eggs have been littered through Google's products.</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/the-19-year-old-instagram-model-who-quit-social-media-says-haters-are-just-proving-her-point-2015-11">The 19-year-old Instagram model who quit social media says haters are just proving her point</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="RqNGhteDrFR_F27J5PBJhS1Y6QsQ4fBn" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

Google is getting ready to release a series of 'Star Wars' virtual reality 'experiences'

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Antonio Villas-Boas/Business Insider</span></p></div><p></p></div></div></p><ul><li><strong>A startup called Noveto has come up with technology to deliver sound right to your ears without wearing any device at all. </strong></li><li><strong>The technology uses focused sound waves. </strong></li><li><strong>Noveto brought on Brian Wallace, who helped raise $1.4 billion for Magic Leap, to be CEO and help bring the product to market. </strong></li></ul><p>Headphones will start to look like old technology in 2019 when Noveto, an Israel-based startup, showcases its new "focused" audio devices to attendees of the biggest tech show of any year, CES 2019. </p><p>Noveto has come up with a technology that can do exactly the same thing as headphones - deliver sound right to your ears without disturbing those around you - except without the headphones themselves. In fact, you wouldn't need to wear any device at all.</p><p>Focused audio can come from either a standalone device, which the company calls "Sowlo" for now, that looks like a small soundbar or Bluetooth speaker, or from any device that usually makes sound like a TV, computer monitor, smartphone, tablet, and even things like an exercise treadmill with Noveto's technology built-in.</p><p>It emits audio directly to your ears, and it's amazing, quite frankly. During a demo, I was listening to a video clip that I could hear loud and clear, but no one around me could hear it. And I wasn't wearing anything on my head or in my ears. </p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Antonio Villas-Boas/Business Insider</span></p><p class="caption">A prototype of Noveto's focused audio device embedded onto a monitor.</p></div><p></p></div></div></p><p>If it sounds familiar, you're maybe thinking of "directional" audio, which shoots sound directly in front of the device that's emitting it. But if you're not directly in front of directional audio speaker, you're not going to hear it.</p><p>Noveto's "focused" audio is different. It's "steerable," Noveto's co-founder and one of its lead engineers Tomer Shani described to Business Insider during an interview. That's to say Noveto's focused audio can follow you around as you move,<span style="font-weight: 400;"> </span>which is something directional audio can't do. </p><p>To follow you around, Noveto uses 3D-tracking technology to see where your ears are, and delivers that audio right to your ears.</p><p>"<span style="font-weight: 400;">I need to know the position of your ears in space so I know where to build my sound bubbles," Shani<strong> </strong>told Business Insider, referring to himself as the technology. </span><span style="font-weight: 400;">Indeed, Noveto's co-founder Shani is one of main engineers behind the technology, along with his colleague and Noveto co-founder, Noam Babayoff.</span></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Noveto</span></p><p class="caption">The blue X marks the spots.</p></div><p></p></div></div><span style="font-weight: 400;"></span></p><h2>Not just a cool idea that'll never make it to mainstream</h2><p>Noveto attracted the attention of Brian Wallace - now the CEO of Noveto - who was brought on to help bring the product to market.</p><p>It's a promising move for Noveto. Wallace has spun the marketing wheels at some of the biggest names in the tech industry. You may have heard of some of those names, including BlackBerry, Google, Samsung, mixed-reality company Magic Leap, smartphone company Essential, and most recently musician Will.i.am's "culture" earphone company i.am+. At Magic Leap in particular, Wallace helped raise about $1.4 billion.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Brian Wallace</span></p></div><p></p></div></div><span style="font-weight: 400;">When thinking about the viability of Noveto's focused audio technology to become a mainstream product, my mind also went directly to virtual reality (VR). VR is an amazing piece of tech in the same way that Noveto's technology is amazing. But VR hasn't enjoyed mainstream popularity, partially because of its typically-high price tags, and the best setups require powerful computers, cables absolutely everywhere, and even some pretty involved setting up. Not to mention there's relatively little content being made for VR at the moment. </span></p><p><span style="font-weight: 400;">Noveto's viability seemingly has fewer pain points that could get in the way of mainstream popularity, mostly because it won't require you to really change anything you're already doing to listen to audio, nor will it cost you more than you already spend on mid-range headphones. Standalone units expect to sell between $249 and $299, which is in the lower mid-range for headphone prices. Plus, the content for Noveto is already there: Music, video, games, and anything else that involves audio. </span></p><p><span style="font-weight: 400;">And then there's the potential for existing products that can embed Noveto's technology. This could be amazing in a car, for example. "Each passenger can enjoy their own audio content," Shani said. "The kids in the back seat can see [a] Walt Disney [movie] for the 15 thousandth time, and in the front you can hear something else, or just enjoy peace and quiet."</span></p><p><span style="font-weight: 400;">Noveto has also attracted interest from Dell for monitors and laptops with embedded focused audio. </span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Noveto</span></p></div><p></p></div></div></span></p><h2><strong>How does it sound?</strong></h2><p><span style="font-weight: 400;">In its current prototype state, it may not satiate audio quality enthusiasts. But the sound quality will be dramatically improved as development progresses. Wallace believes it could easily give its devices better sound quality than one of the most popular headphones you can buy today.</span></p><p><span style="font-weight: 400;">"Are we going to replace a $10,000 home surround system? No. But can we replace 80% of what's out there? Yes, 100%" Wallace said.</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Antonio Villas-Boas/Business Insider</span></p></div><p></p></div></div>For now, the focus is to give you personal, private audio listening without wearing something on your head and ears, all while staying aware of your surroundings. During the demo in a busy hotel lobby, I could hear the video, as well as the activity around me. </span></p><p><span style="font-weight: 400;">The only major issue I have is how it works if you're facing perpendicular to the device. At an exact 90-degree angle, the sound bubble would only be able to reach the ear that's facing the device. "We can correct for this by positioning the system above the user, allowing us to track the ears no matter the position of the head," Wallace said. That could mean some extra setting up on the ceiling for home use if you anticipate that you won't be facing the audio source at all times.</span></p><p><span style="font-weight: 400;">Noveto expects the devices will be ready and available to buy by fall 2019. </span><span style="font-weight: 400;">"The tech is real, ready, and everything set to go," Wallace said. </span></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/apple-having-problems-bugs-2018-5">Why Apple is having so many problems right now</a></h3>        <div>                    </div>    </div>

This could be the last year you'll want to buy headphones - a new audio technology is coming in 2019 that could make them obsolete

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>The Void</span></p></div><p></p></div></div>I couldn't stop laughing every time Dave shot me.</p><p>With each proton blast to the chest, a wave of vibrations would ripple across my torso. And because I've been such a sensitive weenie my entire life, I giggled uncontrollably.</p><p>The same thing happened every time a ghost passed through me. Slimer was the worst of them.</p><p>This is what it's like being a Ghostbuster in a new virtual reality experience at Madam Tussaud's in New York. It was built by The Void, a company working on the future of entertainment with its "VR theme park." (My colleague Dave Smith <a href="http://www.techinsider.io/the-void-is-better-than-anyone-imagined-2015-8">visited The Void at its Utah headquarters last year</a> and was blown away by what he saw.)</p><p>This isn't the same kind of VR experience you get with headsets from Oculus or HTC. Instead of remaining tethered to a PC, you're free to move throughout the environment. It's like walking onto the <a href="https://en.wikipedia.org/wiki/Holodeck">Holodeck</a> from "Star Trek." You don't just see the world around you, you're transported into it. The distinction between the real and virtual worlds fade away and your brain tricks you into believing you're actually moving through a fantasy land.</p><p>I've been playing video games for over 25 years and I've never seen such a massive leap forward in innovation and raw enjoyment.</p><p>But unlike simply booting up your PlayStation, the "Ghostbusters" VR experience requires a lot of heavy lifting. Literally.</p><p>You strap on a three-pound proton pack (a customized high-end gaming PC), a vest loaded with vibrating packs, a visor (a modified VR headset, sort of like the Oculus Rift), and grab a blaster. As soon as your visor goes down, a new virtual world is painted on top of the real world. Lift your gun, and your proton blaster moves with you in the virtual world. Look at your friends, and their bodies have been replaced with the avatars of Ghostbusters. </p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Steve Kovach/Tech Insider</span></p><p class="caption">Dave with The Void's gear.</p></div><p></p></div></div></p><p>And then the door to the real experience opens, and you're thrust into a haunted apartment building littered with ghosts out to get you.</p><p>To an outsider, it looks like you're running through a nondescript set. Physical effects like rumbling floors mimic going up an elevator. Fans blast gusts of air at you, so it feels like the wind outside. There are even artificial smells.There are sensors everywhere to track your movements and make sure everything you do in the real world translates to VR. And it all syncs up perfectly to what you're experiencing in the VR world to create a hyper-realistic game. </p><p>And it works. Days later, I still have distinct memories of walking through a haunted apartment building, as if I were really there. I still remember being creeped out when the ghost of a young girl led us through winding corridors and elevators shafts. I still remember working together with my two companions to trap a ghost hurtling plasma blasts at us and using our proton packs to guide her into an open ghost trap. I still remember crossing the proton streams with my crew to take down the Stay Puft marshmallow man. I could even smell the toasted marshmallows after he exploded.</p><p>It may have looked goofy to a third party watching, but it was real to me.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>The Void</span></p></div><p></p></div></div></p><p>Dave and I went through the "Ghostbusters" experience together. It was his second time in one of The Void's creations, and he noticed all the progress the company has made in the past year. In just six months, The Void's team was able to work with the producers of the new "Ghostbusters" movie to create a game that immediately feels authentic to any Ghostbusters fan. Ivan Reitman, the legendary director behind the "Ghostbusters" franchise, even gave The Void advice on how to bring that authenticity to VR.</p><p>After the 10 minute demonstration, there's no doubt that this is what the future of entertainment will be. The Void's platform is so malleable that the only limitation to what it can do is the imagination. The "Ghostbusters" experience is just the tip of the iceberg, but you can imagine the concept being applied to other franchises and genres. Disney must be drooling over this technology.</p><p>The Void won't replace traditional roller coasters and rides, but it can offer a way for theme parks, movie studios, and the like to transport people inside the worlds they created. We love watching movies and playing video games. Now we can go inside them.</p><p>The Void calls it "hyper reality." I think they're right.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/the-void-behind-the-scenes-video-2015-8">We were blown away by virtual reality park The Void</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="Iwdmk4dzo5vgZ5Au0ZxN3y48naYCnYpS" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

I tried 'hyper reality' for the first time and was blown away

<p></p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div><p>Virtual reality has brought us everything from <a href="http://www.fastcocreate.com/3027447/game-of-thrones-brings-a-dizzying-virtual-reality-rush-and-wildlings-to-sxsw">immersive,&#xa0;first-person looks into Game of Thrones</a>&#xa0;to a new way <a href="http://www.businessinsider.com/angry-birds-virtual-reality-game-demo-2015-5">to play Angry Birds</a>. However, those have been purely 21st century entertainment.</p><p>The Los Angeles Philharmonic has changed that and put classical Beethoven from the 19th century into the digital world, thanks to its "<a href="http://www.laphil.com/vanbeethoven">Van Beethoven</a>" project.</p><p>The orchestra has transformed a rented van into a mini traveling LA Phil. But instead of toting along orchestra members, the van has six seats from its famous Walt Disney&#xa0;concert hall and six&#xa0;Samsung Gear VR headsets for fans to listen to the orchestra.</p><p>The orchestra's conductor, Gustavo Dudamel, grew up in Venezuela&#xa0;and attended the&#xa0;network of music classes throughout the country called El Sistema. Dudamel wants to bring the same level of access to music to the LA area, and Van Beethoven's virtual reality road show is just a start,&#xa0;said Amy Seidenwurm, director of digital initiatives at the LA Phil.</p><p>"People feel it's intimidating or out of reach. The goal is to make it accessible,"&#xa0;Seidenwurm said.&#xa0;"It's a natural way to show people what goes on in a concert without replacing the concert."&#xa0;</p><p>&#xa0;The three-minute recording plays the beginning of Beethoven's 5th Symphony&#xa0;- the "dun dun dun dunnnn" one - and adds some whimsical lights that tell a story above the orchestra.</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><p><span>When I tried it out, I didn't really notice the narrative of the light show the first time. As a former musician, I was admittedly more focused on what the orchestra's musicians were doing. Virtual reality lets you record 360-degrees in spaces, so I could swivel from staring at the conductor's face to turning around to look at the front row of violins.</span></p><p>To film the orchestra, eight modified GoPros were placed in a spherical camera so it could record 360-degrees. The camera switches location throughout the symphony, sometimes you are in between Dudamel and the orchestra, or behind the group entirely.</p><p>What makes filming an orchestra harder than a typical virtual reality project&#xa0;is that its business is sound. Most VR headsets don't even come with headphones (in this case, we listened to the audio through separate noise-cancelling Bose headphones).&#xa0;</p><p>"In virtual reality, everyone's about the visuals. When you're working with an orchestra, the sound has to be fantastic as well," Seidenwurm said.</p><p><div></div></p><p class="embed-spacer">To capture the music based on location, the orchestra used <a href="http://3diosound.com/instructions_introduction.php">ear-like binaural&#xa0;audio recorders</a>. When&#xa0;a listener turns their head in the app, the music will change slightly depending on which way they are facing.</p><p class="embed-spacer">That's only if the&#xa0;listener is&#xa0;paying close attention, though. There's enough to look at&#xa0;during the three-minute recording, including deciphering the light show story, that I barely noticed the fine-tuned audio details until I was looking for them as I listened to it again.&#xa0;</p><p>"For a lot of people, this will be their introduction to VR and to classical music," Seidenwurm said. "Hopefully they'll come out loving both."</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/behind-the-scenes-of-a-crazy-avengers-car-case-2015-9">Watch movie makers orchestrate one of the biggest car chases ever in a Marvel movie</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="ZsNHdldzqenQ7eLyx_za-fn3wcZrE1HK" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

How virtual reality completely transformed Beethoven's most famous symphony

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Reuters Pictures/Brendan McDermid</span></p><p class="caption">Jonah Peretti, BuzzFeed CEO.</p></div><p></p></div></div>Good morning. Here's everything you need to know in the world of <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> today.</p><p><strong>1. <a href="http://www.reuters.com/article/publicis-groupe-results-idUSL1N1CP2I9">Publicis Groupe saw a slowdown in revenue growth in its third quarter after losing major client accounts the prior year, Reuters reported.</a> </strong> Third quarter sales grew just 0.2% to €2.32 billion ($2.55 billion).</p><p><strong>2. <a href="http://www.businessinsider.com/ivanka-trump-responds-to-buzzfeed-story-mulatto-cock-2016-10">BuzzFeed CEO Jonah Peretti said Ivanka Trump used lewd language about men.</a> </strong>Trump slammed his story as "a complete and total lie."</p><p><strong>3. <a href="http://www.businessinsider.com/steve-case-silicon-valley-not-only-game-in-town-2016-10">AOL founder Steve Case says Silicon Valley's dominance is coming to an end.</a> </strong>"Last year 75% of VC went into 3 states, California, New York, and Massachusetts, and that's not going to be the case 10 years from now," Case told Business Insider in an interview at Vanity Fair's New Establishment Summit, where he is speaking.</p><p><strong>4. <a href="http://www.businessinsider.com/t-mobile-fcc-reach-48-million-settlement-unlimited-data-plans-2016-10">T-Mobile reached a $48 million settlement with the FCC over its misleading "unlimited" data plans.</a> </strong>The FCC said the marketing language on the carriers data plans wasn't clear because it was found to have slowed down connection speeds after customers went over a certain data limit.</p><p><strong>5. <a href="http://www.businessinsider.com/chamath-palihapitiya-how-he-would-save-twitter-2016-10">Outspoken Silicon Valley investor Chamath Palihapitiya has a plan to save Twitter.</a> </strong>He wants to make it a little more like Reddit.</p><p><strong>6. <a href="http://www.businessinsider.com/mark-zuckerberg-facebook-memo-about-peter-thiel-and-donald-trump-2016-10">Facebook CEO Mark Zuckerberg sent around an internal memo addressing employee concerns about the fact that board member Peter Thiel is a Donald Trump supporter and has donated $1.25 million to his campaign.</a></strong> "We care deeply about diversity," he wrote. "That's easy to say when it means standing up for ideas you agree with. It's a lot harder when it means standing up for the rights of people with different viewpoints to say what they care about. That's even more important."</p><p><strong>7. <a href="http://www.businessinsider.com/google-working-on-internet-tv-service-2016-10">Google is locking up deals for a new internet TV service.</a> </strong>Google has already signed a deal with CBS for the "Unplugged" service and is in talks with Disney and Fox, according to The Wall Street Journal.</p><p><strong>8. <a href="http://www.businessinsider.com/twitter-fires-techie-who-called-homeless-people-degenerates-2016-10">Twitter fired Gregory Gopman just one day after it had hired him to lead its VR initiatives as a project manager.</a></strong> Twitter declined to comment on the reason for Gopman's departure, but Gopman says it was due to a TechCrunch story that surfaced a 2013 Facebook post where he called homeless people "degenerates."</p><p><strong>9. <a href="http://www.businessinsider.com/ghostbusters-honest-trailer-2016-10">A brutal "honest trailer" for "Ghostbusters" picked apart all the reboot's flaws.</a> </strong>It's a sharp criticism of the movie, but it takes at least as much aim at the critics who exhausted themselves "trolling" the all-female-starring reboot.</p><p><strong>10. <a href="http://www.businessinsider.com/buzzfeed-uk-profits-quadruple-2016-10">BuzzFeed's UK profits quadrupled after a period of massive investment.</a></strong> Companies House filings reveal the website's profit grew from £140,772 ($172,000) in 2014 to £558,408 ($677,000) last year.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/us-government-run-janet-airlines-2016-9">There is a secret US government airline that flies out of commercial airports</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="5uYWc3djp_WwFcNEae4eW__Ya2XMybSQ" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

You Searched For "disney vr movies" and got 7 results

Ad agencies say consulting firms never actually produce work for clients. Here's how Accenture Interactive proved them wrong at SXSW this year.

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This could be the last year you'll want to buy headphones - a new audio technology is coming in 2019 that could make them obsolete

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I tried 'hyper reality' for the first time and was blown away

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How virtual reality completely transformed Beethoven's most famous symphony

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