LOS ANGELES — (BUSINESS WIRE) — November 10, 2014 — By pushing the boundaries of rock and roll, musically and visually, The Who have influenced and inspired generations. To mark their 50th anniversary they are pushing them again, with the global release of The Who, a ground breaking 3D immersive app, for smartphone, tablet and desktop, and soon Oculus Rift Virtual Reality headsets.

Making headlines since 1964 for their rebellious yet inspiring behaviour, The Who gave a voice to the emerging teenage generation; that voice still resonates today. If rock and roll represents the teenager within everyone, it will never be more conclusively presented than by The Who.

The Who Immersive App has been developed as a special collaboration between The Who, Trinifold Management, Immersive and Universal Music. The new app is available free in app stores November 10^th, 2014 and a premium version will be released on Oculus Rift Virtual Reality early in the New Year to coincide with the band’s world tour.

“I'm not a fan of smartphones but have to admit they do open up huge possibilities to entertain and educate. The music business needs to use every avenue possible to keep the fans and the music in close contact. This app will hopefully teach our newer, younger fans everything they might want to know of our history, and hopefully unearth some odds and sods for our older ones,” says Roger Daltrey.

As a part of their 50^th anniversary, The Who has stuck with their ethos of using technology to present and produce music that challenged the imagination. Teaming up with Immersive they have created The Who, an app containing a 3D virtual world modelled on famous moments and landmarks from their career. Available for Apple iOS iPad/mobile http://smarturl.it/TheWhoApp.IOS, Android tablet/mobile http://smarturl.it/TheWhoApp.Android, and soon Oculus Rift Virtual Reality headsets.

The first area of the app to be opened to the public features an exhibition of the ‘The Who Hits 50’ compilation, presented in a revolutionary new format. Rare and unseen images along with artwork and artefacts from the last 50 years will provide a rich, interactive backdrop for purchasing or streaming audio and video. If you’re new to The Who you’ll discover their history in a radical new way. If you’re already a fan you can unearth exclusive treasures and immerse yourself in the world of The Who like never before.

Subsequent updates to the app will open up more of the world to users, provide exclusive 50^th anniversary tour access and allow for a dynamic relationship with The Who that has never been provided before.

Video: http://smarturl.it/TheWhoAppVideo

About Immersive

Immersive is an innovative UK tech company, forging new ways for artists to present their music using mobile, tablet, PC and virtual reality devices. Lamenting the loss of artwork and storytelling in digital music, the start-up envisaged an immersive music format, and developed software tools for artists to create digital worlds and interactive experiences for their fans.