Live Nation wants to create a digital duet with its real-life concerts by adding a new suite of augmented reality tools for sponsors and music fans alike.

At the Cannes Lions International Festival of Creativity, the company today unveiled a number of new AR features that it hopes will be used by brand sponsors and festivalgoers to create new ways of reaching consumers and to provide new engagement during major festivals and at home.

Although the AR tools are on display in France this week, they’ll officially debut this fall at the Music Midtown festival in Atlanta, when Live Nation partners with Hyundai to promote the auto brand’s 2020 Sonata.

That includes creating an “AR VIP Access” feature that lets people get a backstage—or other exclusive—view of a show not possible with general admission tickets.

Another component sponsored by Hyundai includes an AR livestream so viewers can stream an AR version of a concert from any flat surface at home—complete with an AR version of the Sonata for people to virtually explore.

Live Nation is also building an AR photo app, inspired by the traditional photo booths that have become ubiquitous with any event.

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