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The next evolution of Insomniac Events is on the horizon.

The parent company of EDC has inked a new partnership with innovative software developer Unity, a leader in the creation of real-time 3D experiences. Unity has become a go-to solution for 3D, AR, and VR game developers and throughout 2021 Unity applications were downloaded over 5 billion times per month on average.

The partnership will yield Insomniac's next wave of offerings in virtual concerts. The prolific events company is renowned for its large-scale electronic dance music festivals and currently produces over 10,000 annual club shows, concerts, and festivals worldwide. Recently, the company has begun dabbling in an expansion of their model for an increasingly digital audience. Insomniac famously became the first events brand to host a major music festival on the Roblox platform with 2021's "World Party" event for EDC Las Vegas.

The 2021 edition of EDC Las Vegas, one of the largest electronic dance music festivals in the world.

The 2021 edition of EDC Las Vegas, one of the largest electronic dance music festivals in the world.

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"Partnering with Insomniac Events is a fantastic opportunity for us here at Unity," said Peter Moore, Senior VP of Live Entertainment at Unity, in a press statement. "Pasquale [Rotella, Insomniac Events' CEO and Founder] and his team are revolutionary and always looking to expand their vision and bring extra value to their community. This partnership is the beginning of a long relationship that we believe will usher in a new level of interactive and immersive experiences within the world of live entertainment."

The two companies had reportedly been in talks for over nine months before revealing the partnership. In an interview with Venturebeat's "GamesBeat" vertical, Moore suggested that a virtual version of EDC will be the first festival to take place on the Unity platform. "We’re building a virtual platform for them not just for EDC, which will be our first festival, but for future concerts," he said. 

In a press release issued to announce the Unity partnership, Rotella conveyed his belief in the metaverse's potential to foster meaningful connections and deliver the memorable entertainment experiences Insomniac fans know and love.

"It is an honor to be partnered with an incredible company like Unity on this new journey. Our vision is to create a social experience in which everyone is a Headliner—where stories and music unite us in discovery, love and a true sense of belonging," Rotella said. "Unity is helping us create a world’s first experience for our community as we work together to deliver the next level of what the metaverse can be for entertainment and music."

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