Next Stage AR
Summary
Next Stage AR uncovers the creative and economic potential of mobile Augmented Reality (AR) technology for the Dutch music venue and festival sector.
The Next Stage AR project focuses on advancing the Dutch live music industry —specifically music venues and festivals — by developing low-key tooling, creating accessible use cases, and fostering knowledge sharing across the sector. Launched in 2024, Next Stage AR has successfully developed its own AR tool in collaboration with the live music sector.
The tool is continuously tested and improved through real-world scenarios, from large club nights to small indie concerts. Through these live shows, we validate its use, gather feedback, and generate best practices.
Challenge
While Live Nation partners exclusively with Snapchat to bring AR to major concerts, the Dutch music sector struggles to keep up with these rising international technological expectations. This is due to a lack of accessible knowledge, tools and financial resources. Additionally, collaborating with big tech companies poses a strategic risk, as it creates dependency while failing to protect intellectual property. As a result, innovation is stifled, and competitiveness in the global live event industry declines. The Next Stage AR project aims to bridge this gap.
Result
Next Stage AR provides Dutch venues and festivals with an alternative to big tech solutions by developing public domain alternative, enabling them to experiment with cutting-edge technologies in a fair and secure environment. Our test shows and use cases empower and inspire venues and festivals to create innovative live experiences that would otherwise be too costly or complex to produce – broadening creative and economic possibilities within the Dutch live music scene.
Way of working
The project uses a co-design approach, involving AR developers, designers, venues, artists, and audiences. Using iterative cycles based on the Double Diamond model, prototypes are tested during pilot shows. Feedback from these shows guides refinements, ensuring the developed AR tools align with user needs, industry standards, and public values.
Partners
Vereniging Nederlandse Poppodia en Festivals (VNPF), Superposition, Nederlands Instituut voor Beeld en Geluid, Femke Blok, Paradiso, Melkweg, Amsterdams Bostheater, Effenaar, Femke Vandenberg, Frank Kimenai, Popronde.
Research Report
We are proud to present this report as the conclusion of the Next Stage AR project. It offers an overview of key insights, lessons learned, and recommendations resulting from our joint exploration of augmented reality in the live music sector. We hope this report will serve as both inspiration and a practical guide for artists, venues, policymakers, and tech partners working together to build an innovative, inclusive, and future-proof music industry.
This project is made possible with the help of Cultuurloket DigitALL.