The newly renovated theater at Alexandra Palace will provide the backdrop for new virtual reality concerts. (Lloyd Winters)

Virtual reality plans continue partnership with MelodyVR

London’s historic Alexandra Palace is hosting a series of concerts at its theater, which will be recorded in 360-degree virtual reality thanks to a partnership with MelodyVR.

Ally Pally, as the venue is endearingly referred to by most, has worked with London-based MelodyVR to create VR concerts, including Bullet for My Valentine, Rudimental, The Chainsmokers and Frank Carter and the Rattlesnakes.

“We have a continuing partnership with Melody and a number of artists will record live performance in Ally Pally theater,” said Lucy Fenner, the venue’s commercial director. Artists and availability dates have not been announced.

It’s a spectacular location to host concerts, Fenner said: “The theater is stunning in its own right. The arrested decay look and feel has been described as architectural poetry and is the perfect setting and atmosphere for any artist to perform in.”

Apart from taking projects online, Alexandra Palace is trying to mitigate the losses caused by COVID-19 by entering into partnerships with promoters including the English National Opera to deliver drive-in events in the coming weeks.

Alexandra Palace, which opened in 1873 and was almost immediately lost to a fire before being rebuilt and reopening in 1875, houses multiple venues and sits north of central London in the borough of Haringey. It is run as a charity, and all the money it makes from onsite activities is reinvested in the venue and its 196 acres of parkland, now used more than ever by the public, seeing that the outdoors is the only space where people are allowed to gather right now in England.

“Like everyone in our industry, we’re facing a massive challenge at the moment,” Fenner said. “The Palace usually hosts 240 events a year with more than a million visitors. Therefore its closure has had a huge financial impact to the charity.

“We also have a huge supply chain that has been affected, plus it’s important to mention the  wider economic impact of the Palace’s closure on local businesses.”

“We have had to furlough 95% of the team. It is therefore critical to the future of the venue and wider community that we receive support and donations to ensure we can reopen for all to enjoy in the very near future,” Fenner said.