Visible is attempting to write a new pandemic-friendly festival playbook. For its latest experience, the Verizon-owned phone service has blended live performances from an actual venue with technology designed to give remote attendees control of their experience.

Visible is hosting its first Red Rocks Unpaused, a three-day music festival that digitally reimagines the Red Rocks Amphitheatre, a historic open-air venue built into a rock structure located just outside of the brand’s Denver headquarters.

The festival kicked off with performances by Nathaniel Rateliff & The Night Sweats and Phoebe Bridgers on Sept. 1, and will stream sets by Megan Thee Stallion and Lil Baby on Sept. 2, and Sam Hunt and Brett Young on Sept. 3. Consumers can “attend” the festival for free by viewing the performances on Visible’s Twitter page or on a custom microsite, VisiblexRedRocks.com, where they’ll have multiple options to interact with the performers and the venue itself.

Visible wanted to give attendees an optimal viewing experience by placing the performance stage in the center of the stands. The microsite’s livestream offers three clickable options for viewers to change the camera angle to customize their viewing experience: a show cam for front row views, a high cam for nosebleed views, and a rock cam to see projections.

The brand then worked with its agency partners to make the stage and the rock backdrop a collaborative “canvas.” By using clickable tools on the microsite, viewers can activate art projections and lighting during each performance.

The site also allows attendees to send messages to the artists on stage, which are projected onto the venue’s rock facade for performers to see. Additionally, Visible has provided branded emoticons for viewers to use as reactions during sets, and a polling feature to vote on an encore song that artists will perform at the end of each night.

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