Queen + Adam Lambert are launching their first-ever live-concert VR experience, VR THE CHAMPIONS, premiering through Universal Music Group’s VR platform, VRTGO. So open your eyes, look up to the skies…

Shot at Barcelona’s Palau Sant Jordi, the 360-degree video places the viewer above the audience, and at times, even flies among the band members. The film, created by Miracle Productions and Eagle Rock Films, premiered last year at the Tribecca Film Festival’s Tribeca Virtual Reality Arcade. Jannicke Mikkelsen directed.

“This is the fulfillment of a dream,” Queen guitarist and project instigator Brian May says. “Through this unique Virtual Reality creation, fans around the world will for the first time be able to experience the excitement and energy of a Queen show in their own homes.”

The launch follows Queen + Adam Lambert’s two concerts this week at the Hollywood Bowl as part of their current North American tour. Check it out here.

Is VR the "next thing" after streaming, a means to generate not only new excitement and revenue but potentially to fuse the profitable domains of performance and distribution? Put your goggles on and let's see where this thing leads.