In a manner befitting of a cultural giant who has constantly challenged barriers and pushed the boundaries, the news was broken in a truly unique manner.

Rocket mgmt together with creative digital production company Spinifex created a time machine that would take audiences inside the world of Elton John and on a journey through some of his most iconic performances from the past 50 years. The VR experience involved recreating Elton’s 1970’s performances using cutting edge motion capture, live action and face replacement techniques so fans could experience the shows like they were actually there. This content was part of a shared global VR experience simultaneously viewed by press in London, New York and LA, as well as live streamed around the world using YouTube’s new 180 VR format. VR was used to give everyone the rare opportunity to experience an intimate performance and live Q&A by Elton from the best seat in the house. In the process, they invented new technology to outthink the limitations of time and geography.

DawBell (Worldwide ex-US) and Rogers & Cowan (US) gathered the world’s most important media to a secret event at New York’s Gotham Hall, where they were treated to a truly jaw dropping six minute virtual reality tour through 50 years of Elton’s touring career. Upon removing their VR headsets, the carefully selected media from the UK, Europe, Asia and Australia were greeted by a spine tingling performance from Elton playing some of his biggest hits, before revealing the reason for them all being congregated here today – to witness the announcement of his last ever tour.