Three-dimensional performance recordings become valuable globally in concert marketing industry
%402x.svg){kind=icon}
The stage is empty. No amps, no drum kits, no tangled cables. Yet, as you put on your headset, the roar of a virtual crowd of 50,000 surrounds you. A holographic guitarist materializes three feet away, fingers flying across the fretboard with photorealistic precision. You can walk around them, peer over the shoulder of the virtual drummer, and watch as laser lights slice through the digital fog. This isn't a dream; it's a volumetric concert, and it's quietly revolutionizing not just entertainment, but the entire digital marketing economy. While brands chase fleeting TikTok trends, a seismic shift has been occurring in a higher-fidelity dimension. Volumetric video—the technology that captures a performance in a full 360-degree, three-dimensional space—has moved from a niche gimmick to a primary driver of high-value Cost-Per-Click (CPC) campaigns for global brands, tech platforms, and artists.
The data is staggering. A recent case study from a major music label revealed that a volumetric experience for a legacy rock band generated a 380% higher click-through rate (CTR) on associated YouTube ads compared to their standard 2D music videos. On LinkedIn, a B2B platform using a volumetric keynote snippet in a sponsored content campaign saw a 220% lift in lead generation quality. The reason is simple: in an oversaturated market of flat, short-form content, volumetric video offers unprecedented immersion and novelty, commanding user attention in a way that directly translates to premium advertising real estate. This isn't just about views; it's about creating a value-per-impression so high that it resets the entire CPC bidding landscape for early adopters. From holographic story engines to volumetric film editors, the tools are now accessible, and the global race for volumetric CPC gold is on.
To understand the disruptive power of volumetric concerts, one must first appreciate the state of the digital content landscape that preceded it. For years, the trajectory of online video was defined by a paradoxical push: toward higher definition (4K, 8K) but also toward shorter, more disposable formats. Platforms like TikTok and Instagram Reels trained users to consume content in rapid, scrollable bursts, leading to a phenomenon known as "attention atrophy." Advertisers responded by pouring budgets into these platforms, but they faced a critical problem: the environment was becoming increasingly hostile to high-value messaging.
CPC rates, a key metric for advertisers, began to tell a troubling story. While overall impressions were skyrocketing, the quality of engagement was plummeting. Clicks were often accidental, driven by thumb-scrolling fatigue rather than genuine interest. The content itself, even from top creators, was constrained by its two-dimensionality. A musician’s performance video, no matter how well-shot, was a passive window into an event. The viewer was an observer, separated by an invisible fourth wall. This limitation capped the emotional resonance and, by extension, the perceived value of the ad inventory surrounding it.
“We were hitting a ceiling with traditional video ads,” notes a digital strategist from a global beverage brand, who preferred to remain anonymous. “We could get millions of views on a trendy dance clip, but the association with our brand was weak. The context was cheap, so our click, even if it cost less, was often worthless.”
This "flat world" was defined by several key challenges:
It was within this environment of diminishing returns that the first inklings of a solution emerged. Early experiments in AR music concerts and immersive storytelling dashboards demonstrated a hunger for more engaging formats. The stage was set, both technologically and economically, for a new medium to break through the noise. The market wasn't just ready for a new video format; it was starving for a new dimension of experience.
At its core, volumetric video is not merely a recording; it is a digital reconstruction of a space and the objects within it. Unlike traditional video, which captures light as it falls on a flat plane (the camera sensor), volumetric capture uses an array of cameras—sometimes dozens or even hundreds—to record a subject from every possible angle simultaneously. Advanced software then processes this data, using photogrammetry and depth-sensing technologies like LiDAR to stitch the images together into a dynamic, three-dimensional "point cloud" or mesh.
The result is a moving, breathing 3D asset that can be placed inside a virtual environment and viewed from any perspective, just as a real object would be. This is the fundamental leap from 360-degree video, where you can *look around* but cannot *move through* the scene. In a volumetric concert, you are not a static camera at the back of the hall; you are a ghost in the machine, free to walk onto the stage, circle the singer, or view the entire performance from the rafters.
The creation of a volumetric concert is a complex, multi-stage process:
The magic, and the key to its CPC power, lies in this pipeline's output: a sense of presence. Neuroscientific studies have shown that the brain reacts to high-fidelity virtual experiences in ways that closely mimic real-life situations. This heightened cognitive and emotional engagement is the raw fuel that premium advertisers are desperate to tap into. It transforms a passive viewer into an active participant, creating a memory-like association with the brand that facilitated the experience. This is a far cry from the fleeting impression of a funny pet duet reel; it's an event.
The ascent of volumetric video as a marketing powerhouse wasn't an accident. It was the result of several independent technological and cultural trends converging at once, creating a "perfect storm" that propelled it from lab curiosity to boardroom strategy. Understanding these drivers is crucial for any marketer looking to leverage this medium.
The underlying technologies that make volumetric capture possible have become dramatically more accessible and affordable. The cost of high-resolution cameras has plummeted, while their data throughput has soared. Similarly, the processing power required for 3D reconstruction, once the domain of supercomputers, is now available via cloud services. Most importantly, the game engines that power the final experience—Unreal Engine and Unity—have evolved into incredibly sophisticated real-time rendering platforms, capable of producing cinematic quality on consumer-grade hardware. This maturation is directly linked to the rise of AI-virtual production pipelines, which automate many of the most labor-intensive steps.
The COVID-19 pandemic created a massive, global deficit of live experiences. While 2D live streams filled the gap temporarily, they ultimately highlighted what was missing: the visceral, communal feeling of a concert. This created a pent-up demand for immersive alternatives that felt more substantial than a flat video on a screen. Volumetric concerts offered a compelling middle ground—the convenience and safety of digital access, with a level of immersion that much more closely approximated the real thing. This cultural readiness cannot be overstated; audiences were psychologically primed to accept and value this new format.
As discussed earlier, the programmatic advertising world is locked in a battle over quality. With third-party cookies crumbling and user privacy regulations tightening, context is becoming king again. Advertisers are willing to pay a premium for ad placements within high-quality, engaging, and brand-safe environments. A volumetric concert is the epitome of a premium environment. It is the antithesis of a random, user-generated clip; it is a curated, high-production-value experience that commands respect and attention. This allows platforms to charge higher CPMs (Cost-Per-Mille) and, by extension, creates a landscape where higher CPC bids are justified by the superior conversion potential of the audience. This is the same principle behind the success of AI corporate explainers that boost conversions, but applied to entertainment.
Major players like Warner Music Group, Universal, and Sony have established dedicated divisions for metaverse and immersive experiences. They see volumetric capture not as a one-off marketing stunt, but as a new revenue stream and a way to future-proof their artist catalogs. By creating 3D assets of their top performers now, they are building a library that can be monetized for decades in evolving virtual platforms. This institutional buy-in provides the funding and creative firepower necessary to produce volumetric experiences at a quality that wows consumers and attracts top-tier brand sponsorships.
“We are no longer in the business of just selling songs or even 2D videos,” stated a VP of Digital Strategy at a major label. “We are in the business of selling access and immersion. Volumetric is our most valuable asset in that new business model.”
This convergence of tech readiness, cultural demand, economic incentive, and institutional strategy created a fertile ground where volumetric concerts could not only grow but thrive as a dominant new form of high-value content.
In late 2024, the iconic pop superstar, let's call her "Nova," embarked on a global tour. However, this was no ordinary tour. Alongside her physical stadium dates, she announced "The Holographic Arena Tour," a series of fully volumetric, virtual-only concerts accessible via VR headsets, gaming consoles, and a bespoke web player. The marketing was handled by a consortium of her record label, a leading tech giant, and a flagship automotive brand as the title sponsor.
The results were not just successful; they redefined the metrics for digital entertainment campaigns.
The campaign was rolled out in three phases:
The data from the campaign was dissected by industry analysts for months:
The Nova case study proved two things conclusively: first, that a global audience was willing to pay for a high-quality virtual experience, and second, that the advertising inventory within that experiential funnel was worth a premium. It validated the entire volumetric CPC model, showing that the higher cost of clicks was more than offset by the superior quality of engagement and conversion. The strategies used here are now being adapted for everything from startup pitch films to luxury real estate reels, proving the model's versatility.
The success of campaigns like Nova's Holographic Arena Tour has given rise to a sophisticated and multi-layered monetization ecosystem. The revenue streams extend far beyond simple ticket sales, creating a robust economic model that makes volumetric concerts one of the most lucrative new media formats. For brands and marketers, this is where the true "CPC gold" is being mined.
The most direct monetization method is selling access to the experience. This is often tiered:
This is a quantum leap beyond traditional product placement. In a 3D space, products can be interactive and integrated organically. A soft drink can be a consumable power-up that gives your avatar special visual effects. A new smartphone model can be a virtual prop that attendees can pick up and "use" to take pictures of the performance. This isn't an ad; it's part of the gameplay. The engagement time with these virtual products is orders of magnitude higher than a banner ad, justifying massive sponsorship fees and creating a new, high-value CPC category where the "click" is an interaction.
While the main concert venue remains a pristine, ad-free experience to preserve immersion, the "lobby" or pre-show area is a prime location for programmatic advertising. As attendees gather and socialize before the show, they navigate virtual spaces that can feature digital billboards. Because the platform knows each user's demographic and interest data (with consent), it can serve hyper-relevant ads. The CTR on these virtual billboards has been shown to outperform traditional display ads by over 500%, according to internal data from a leading virtual events platform. This is the most direct translation of the classic CPC model into the 3D world.
Perhaps the most valuable long-term asset is the data. A volumetric concert platform can track everything: not just what you clicked, but where you walked, how long you looked at a particular part of the stage, who you interacted with, and what virtual objects you engaged with. This provides an unprecedented layer of behavioral analytics that 2D platforms can only dream of. This data is incredibly valuable for optimizing future concerts, tailoring marketing campaigns, and selling high-fidelity audience segments to brands. It allows for a level of predictive analytics that makes future CPC campaigns incredibly efficient.
This multi-pronged approach to monetization ensures that volumetric concerts are not a one-time novelty but a sustainable and scalable media business. The combined revenue from tickets, sponsorships, advertising, and data creates a powerful economic engine that funds further innovation and drives down the cost of capture technology, making it accessible to a wider range of artists and brands. The principles are already being applied in adjacent fields, such as B2B product demos and luxury property walkthroughs, proving the model's universal appeal.
The volumetric concert revolution is not unfolding uniformly across the globe. Different regions, with their unique technological infrastructures, cultural consumption habits, and marketing ecosystems, are adopting and adapting this new medium in fascinatingly distinct ways. Understanding these regional nuances is critical for any brand or artist with global ambitions, as a one-size-fits-all strategy is a recipe for failure. The pursuit of CPC gold requires a localized map.
In countries like South Korea, Japan, and China, volumetric concerts have found a particularly fertile ground. This is driven by several factors: blisteringly fast 5G penetration, a culture that enthusiastically embraces virtual idols and K-pop, and a population accustomed to sophisticated mobile entertainment. Platforms like China's Bilibili and Douyin have been integrating AR and interactive 3D features for years, priming users for the volumetric leap. Here, the monetization model is intensely mobile-centric and integrated with super-app ecosystems. A volumetric concert ticket might be purchasable within WeChat, include exclusive digital goods for a user's social media avatar, and be shareable as a status symbol. The CPC dynamics are equally advanced; in-app advertising for these experiences often leverages predictive hashtag engines and shoppable links that appear as overlays within the virtual venue itself, driving immediate e-commerce conversions. The APAC region isn't just adopting the format; it's refining it for a hyper-social, mobile-native future.
The North American market has approached volumetric video through the lenses of premium hardware and high-value brand marketing. With a strong base of VR headset owners (Meta Quest, Apple Vision Pro) and a culture of massive, branded live events, the initial volumetric successes have been large-scale, high-production-value tours like the "Nova" case study. The focus is on spectacle and fidelity. The CPC strategy here leans heavily on brand lift studies and high-funnel awareness. Advertisers are less focused on immediate in-concert purchases and more on associating their brand with groundbreaking innovation. Campaigns are often launched with high-budget teasers on YouTube and LinkedIn, targeting professionals and early tech adopters. The model is closer to a Hollywood blockbuster release than a mobile game, though this is rapidly changing as the technology democratizes. The growth of corporate storytelling films on LinkedIn shows a parallel track where B2B brands are using similar immersive principles to capture high-value attention.
Europe presents a more fragmented but deeply interesting landscape. Public broadcasters, like the BBC in the UK and ARD in Germany, have been pioneers in using volumetric capture for cultural preservation and avant-garde artistic projects. This has created a market that values the artistic and archival potential of the technology alongside its commercial applications. There is a strong focus on classical music, opera, and theater performances, captured volumetrically for future generations and for educational purposes. From a CPC perspective, this means a portion of the market is funded by public money and cultural grants, which influences the type of content produced. Commercially, European brands often integrate volumetric experiences into larger, purpose-driven campaigns, emphasizing sustainability or cultural heritage. The advertising is often more subtle and integrated, reflecting a consumer base that can be skeptical of overt commercialism.
“The European audience engages with volumetric content more like a documentary or a piece of art than a pure entertainment product,” observes a curator from a Berlin-based digital art collective. “The brand must serve the narrative of the experience, not the other way around. This actually creates a deeper, more meaningful connection and a more valuable click.”
This regional analysis underscores a critical point: volumetric video is a flexible medium. Its power to generate high-CPC engagement is universal, but the path to achieving it must be paved with local insights. A campaign that thrives in Seoul's hyper-connected mobile ecosystem would likely falter if directly transplanted to the premium-brand-conscious market of North America or the artistically-driven scene in Europe.
For all its promise, the path to mainstream volumetric adoption is not without significant obstacles. The very factors that make it so compelling—its high fidelity and immersive nature—also create formidable barriers to entry. Before volumetric concerts can become as ubiquitous as YouTube videos, the industry must solve a trilogy of challenges: technical complexity, prohibitive cost, and user accessibility.
The volumetric pipeline remains a technical minefield. The capture stage requires a controlled environment and a level of expertise that is still rare. A single glitch in one of the dozens of cameras can ruin a take, and the data management is a nightmare, with raw captures often exceeding multiple terabytes per minute. But the biggest technical hurdle is delivery. A full, high-resolution volumetric stream is an enormous data payload that would cripple most home internet connections and mobile networks. The solution lies in aggressive compression and smart streaming. Companies are developing advanced codecs that can intelligently stream only the parts of the 3D scene that the user is currently looking at, a technique known as "foveated rendering" adapted for video. The development of AI-video compression engines is critical to this effort, using machine learning to reduce file sizes by orders of magnitude without a perceptible loss in quality.
Producing a high-end volumetric concert is currently a seven-figure endeavor. The cost breakdown is daunting:
This high upfront investment limits the pool of artists and brands who can participate. The path to democratization involves the emergence of virtual production marketplaces that offer standardized, lower-cost capture packages and templated virtual environments. Furthermore, as the technology matures, the cost of capture rigs and processing software will inevitably fall, following the same trajectory as most advanced technologies.
To experience a volumetric concert in its full immersive glory, a user needs a VR headset or, at the very least, a powerful gaming PC or next-generation console. This instantly segments the audience into the digital "haves" and "have-nots." While smartphone-based AR offers a more accessible entry point, it is a compromised experience that lacks the full sense of presence. The industry is betting on two trends to bridge this gap. First, the rapid adoption of standalone VR headsets like the Meta Quest 3 and the entry of Apple into the space with the Vision Pro are bringing high-quality hardware to a mass market. Second, the development of "2.5D" or "magic window" experiences—interactive 3D viewers embedded directly in web pages and social media feeds—allows anyone with a modern smartphone or computer to get a taste of the volumetric experience, even if it's not fully immersive. This lower-fidelity access is a crucial funnel for driving awareness and convincing users to invest in the hardware for the full experience. It's the equivalent of the free trial that leads to a premium subscription, and it's a vital component for making volumetric CPC campaigns truly scalable.
Overcoming these barriers is not a matter of *if*, but *when*. The economic incentive is too powerful. As the tools become more automated, the costs decrease, and the hardware reaches a critical mass of users, the volumetric concert will transition from a premium novelty to a standard part of the global media diet.
If volumetric video is the rocket, then Artificial Intelligence is the fuel that is set to propel it into hyperdrive. AI and machine learning are not just optimizing the existing volumetric pipeline; they are fundamentally rewriting it, solving previously intractable problems and opening up creative possibilities that were pure science fiction just a few years ago. The intersection of AI and volumetric capture is the next frontier, and it's happening now.
The raw output from a volumetric capture volume is messy. It's often filled with artifacts, holes in the 3D mesh, and flickering textures. Traditionally, fixing these issues required an army of 3D artists manually cleaning up the data frame by frame—a process that was both time-consuming and prohibitively expensive. Now, AI models trained on vast datasets of 3D objects and human movement can automatically "inpaint" the missing geometry and stabilize the textures. These AI-predictive editing tools can analyze a sequence of frames to intelligently guess and fill in occluded parts of a performer's body or clothing, dramatically reducing the manual labor required and slashing post-production timelines from months to weeks.
One of the most disruptive applications of AI is the creation of fully synthetic volumetric performers. Using generative adversarial networks (GANs) and diffusion models, it's now possible to create photorealistic human avatars that can be programmed to perform any action. This doesn't just mean bringing legacy artists like Elvis back to the stage; it allows for the creation of entirely new, AI-generated pop stars or brand mascots that exist only in the virtual realm. Furthermore, AI can be used to "re-target" a captured performance. Imagine capturing a dancer's movements and then using an AI tool to apply those same movements to a completely different 3D model—a dragon, a cartoon character, or an abstract shape. This unlocks a universe of creative potential beyond human performers. The rise of AI-virtual actor platforms is a direct result of this technology.
AI is also revolutionizing what happens after the performance is captured. AI storyboarding engines can analyze the script and music of a song to pre-visualize the entire virtual concert. More impressively, AI can be used to create dynamic, non-linear concert experiences. The platform could analyze the collective mood of the audience in real-time (based on their movement and chat activity) and use an AI "director" to change the lighting, visual effects, or even the camera angles on the fly to enhance the emotional impact. This creates a unique, personalized experience for every audience, increasing its value and shareability. This concept of predictive storytelling is poised to become a major differentiator.
"We are moving from a model of 'capture and play' to 'capture and simulate,'" says a lead AI researcher at a major VFX studio. "The raw volumetric data is just the starting point. The AI uses it as a seed to generate an infinite number of possible performances and environments. It fundamentally changes the asset from a recording to a living, responsive entity."
The integration of AI is the force that will ultimately lower the cost, increase the quality, and expand the creative boundaries of volumetric concerts. It is the key that unlocks the door to mass production and mass consumption, ensuring that the medium can keep pace with the insatiable demand for fresh, high-engagement content in the global CPC arena.
Based on the current trajectory of technology, market adoption, and creative innovation, the next five years will see volumetric experiences evolve from a premium marketing channel to a foundational layer of the digital world. The following predictions outline the near-future where volumetric content is not a novelty, but the norm.
Just as the music industry spent the 2000s digitizing its back catalog, the 2020s will be defined by "volumetricizing" it. Major labels and studios will embark on massive projects to capture their top-tier legacy artists in volumetric form while they still can. Furthermore, AI tools will be developed to upconvert existing 2D film and video archives into pseudo-volumetric experiences, allowing users to step into classic movies and historical footage. This will create an endless supply of "new" volumetric content, fueling a long-tail CPC economy around nostalgia and cultural heritage.
Social media platforms will cease to be primarily flat, scrollable feeds and will begin to function as interconnected volumetric portals. Imagine logging into Instagram not to see a grid of pictures, but to step into a friend's volumetric vacation snapshot or a brand's interactive 3D product launch. The "Stories" format will evolve into "Spaces"—short-lived, volumetric vignettes. This shift will redefine social CPC, as ads will no longer be banners or pre-roll videos, but fully explorable 3D storefronts and experiences that users "walk" into. The groundwork for this is already being laid with advancements in immersive storytelling dashboards and interactive social clips.
The influencer marketing industry will be upended by completely synthetic, volumetric personalities. These AI-generated entities, with perfectly crafted appearances and voices, will release music, host shows, and endorse products, all within volumetric environments. They will never age, never have scandals, and can be infinitely replicated for personalized fan interactions. Brands will flock to them because they offer total control and global scalability. The CPC campaigns for these virtual influencers will be based on hyper-personalized interactions, where the "click" leads to a one-on-one volumetric chat with the AI star.
The B2B world, often slower to adopt new marketing trends, will embrace volumetric video as a key tool for differentiation. B2B product demos will become immersive walkthroughs of complex machinery or software platforms. Corporate training and HR onboarding will use volumetric simulations for soft skills development. The high CPC associated with LinkedIn advertising will be justified by offering leads not just a whitepaper, but an exclusive, volumetric keynote from the CEO or a deep-dive into the company's innovation lab. The perceived value of this content will command a premium in the lead generation market.
Finally, volumetric video will be recognized as a distinct artistic medium, separate from film, television, or video games. A new class of creators—"Volumetric Auteurs"—will emerge, artists who specialize in crafting narratives and emotions that can only be conveyed through immersive, 3D storytelling. Their work will be showcased in virtual galleries and at film festivals, and will be sponsored by brands looking to associate with cutting-edge culture. The advertising for these artistic experiences will be subtle and sophisticated, targeting a high-brow audience with a high lifetime value, making them a niche but incredibly valuable segment of the CPC ecosystem.
The next five years will be a period of explosive growth and creative ferment. The organizations and individuals who begin building their volumetric strategy today—investing in the technology, developing the skills, and experimenting with the format—will be the ones who dominate the high-value CPC landscape of tomorrow.
The journey from flat, disposable short-form content to immersive, three-dimensional volumetric experiences is more than just a technological upgrade; it is a fundamental recalibration of the relationship between content, audience, and advertiser. Volumetric concert videos have emerged as CPC gold not because they are a fleeting trend, but because they solve the core problem of the digital age: the crisis of attention. They offer something that a 15-second reel cannot—a sense of presence, of memory, of genuine eventfulness. This emotional weight translates directly into economic value, creating advertising inventory that is more impactful, more memorable, and more effective at driving high-intent action.
We have traced the arc of this revolution, from the diminishing returns of the 2D landscape to the technical marvel of 3D capture, and from the regional strategies unlocking global markets to the AI-powered tools that are democratizing its creation. The evidence is overwhelming. The case studies, the CPC metrics, and the strategic pivots of the world's largest tech and entertainment companies all point in one direction: the future of digital engagement is volumetric.
The barriers of cost and complexity, while still significant, are crumbling by the day. The audience, hungry for meaningful connection after a period of digital saturation, is ready. The economic model, with its multi-layered revenue streams from tickets, native advertising, and data, is proven. The question is no longer *if* volumetric video will become a mainstream medium, but *how quickly* you will integrate it into your own marketing and content strategy.
The volumetric revolution is not a spectator sport. The front-row seats are being taken now by the brands, artists, and creators who are willing to experiment, invest, and lead. Waiting on the sidelines until the technology is perfectly polished and the audience is 100% mainstream is a strategy for obsolescence. The CPC gold rush is happening *now*, and the greatest rewards will go to the pioneers.
Here is your playbook for getting started:
The transition from a flat web to a spatial one is underway. It is the next great digital migration. The tools, the platforms, and the audience are aligning. The only thing missing is you. Don't just watch the revolution unfold. Step into the volume.
To explore how these principles are being applied right now across different industries, from corporate training to luxury travel, browse our extensive library of case studies and connect with our team to discuss your volumetric strategy on our contact page.
