Mac DeMarco’s “This Old Dog” Launches Inception and Pitchfork’s VR Programming

Last month VRFocus reported on online music magazine Pitchfork and  immersive content network Inception teaming up to provide interactive music content. Today the two companies have launched their first joint virtual reality (VR) programming featuring artist Mac DeMarco’s single This Old Dog.

Multimedia artist Rachel Rossin created the video, utilising first generation CGI and 90’s videogame graphics as a basis for this psychedelic journey.

Mac DeMarco Inception Pitchfork screenshot 2 “Our collaboration with Pitchfork and Mac DeMarco showcases the next generation of music programming,” said Benny Arbel, CEO and Co-Founder of Inception. “Just as music videos were transformative when first introduced, we believe that VR is the future of music—with immersive and multi-dimensional multi-sensory capabilities. Pitchfork is the most trusted voice in music and we lead in VR content across entertainment. Look out for more taste-making VR content from us that, we believe, will define and steer the industry.”

“While we’re not putting any limits on our partnership with Inception and what we may do down the road, at the moment, we’re singularly focused on creating VR music videos,” said RJ Bentler, Pitchfork VP of video programming. “Music videos have been a huge driver of the digital medium for a decade, and have helped shape and define the form. It’s an infinitely malleable format, and the immersive and interactive nature of VR opens up an equally infinite number of possibilities for visualizing and experiencing music.”

DeMarco’s This Old Dog is available on Pitchfork’s VR music channel on the Inception app. The app can be found on Oculus Rift, Samsung Gear, iOS, Android, Google Daydream and HTC Vive, with Microsoft Windows Mixed Reality and Sony PSVR coming soon.

For the latest updates from Inception and Pitchfork, keep reading VRFocus.