From October 14 to 15, the annual Jazz Shanghai Music Festival took place at the Shanghai World Expo Park. This year brought a fresh twist—introducing an exclusive AR (Augmented Reality) interactive experience. As the festival’s AR strategic partner, NetEase Insights was responsible for designing and developing this immersive tech-driven feature, adding a modern touch to the traditional live performance.
According to marketing experts, AR has become a powerful tool in recent years, blending technology, creativity, and content into a new form of engagement. At the Jazz Shanghai Music Festival, NetEase Insights transformed the relationship between the stage and the audience by using AR to create real-time interaction and deeper participation.
One of the highlights of the event was the "Retrieving Yourself in the 80s Through AR" experience. During the live show on October 15 at 3:15 PM, the main stage came alive with excitement as fans were invited to step into a nostalgic journey. Using the camera, lucky attendees were captured and projected onto the big screen, instantly transported back to the 1980s. They could “cross through†the screens and meet iconic figures like Charlie Chaplin and Elvis Presley, all while celebrating the spirit of the jazz festival.
The AR experience was not only visually stunning but also emotionally engaging. Fans cheered as they saw themselves “incarnated†into classic characters, creating a unique and memorable moment. The interactive nature of the AR allowed the audience to feel more connected to the performance, transforming passive spectators into active participants.
Behind the scenes, NetEase Insights carefully designed the AR experience to match the festival’s theme. By selecting nostalgic and iconic characters, they aimed to evoke a sense of nostalgia among the audience. The team focused on creating a seamless blend of virtual and real, ensuring that the AR elements enhanced the overall atmosphere of the event.
In addition to the Jazz Shanghai Music Festival, NetEase Insights has applied similar AR strategies in other events, such as the NetEase Future Technology Summit. There, they created a futuristic "spatial overlay" effect, blurring the lines between reality and virtual space, giving the audience a sense of being immersed in a sci-fi world.
“Seeing the AR experience at the festival was something completely new for me,†said Miss Wang, a long-time fan of the Jazz Shanghai Music Festival. “It added a whole new dimension to the way we interact with the stage.â€
Over the past 12 years, the Jazz Shanghai Music Festival has grown into a cultural symbol for the city. It started in 2005 as a gathering for jazz lovers, offering a space where fans could connect with their favorite artists. Traditionally, the stage and the audience had a clear separation, with interactions mainly based on human connection. However, with the help of NetEase Insights, the festival now offers a more dynamic and tech-enhanced experience, redefining how people engage with live performances.
As AR continues to evolve, it is becoming an essential part of modern marketing strategies. Experts believe that AR marketing is no longer just a trend—it's a new standard. Brands are increasingly looking to integrate AR into their campaigns, combining technology, creativity, and storytelling to deliver more engaging experiences.
NetEase Insights, as a leading AR platform, has been at the forefront of this movement. With its mobile AR client and SDK, the company focuses on exploring real-world applications of AR across various industries. Their work on projects like Alienation, Rise of the Ball, and Netease Cloud Music demonstrates their commitment to pushing the boundaries of what AR can achieve.
Through these efforts, NetEase Insights continues to shape the future of interactive experiences, proving that technology can enhance not just entertainment, but also the way we connect with each other.
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