MusicFutures Future Live Fan Experiences

The live events sector, including concerts, festivals, and major sporting events, is undergoing rapid transformation driven by advances in immersive technology, artificial intelligence (AI), and next-generation connectivity. Audiences, particularly Gen Z and Gen Alpha, increasingly expect experiences that are highly interactive, participatory, and personalised.

The Future Fan Experiences R&D Challenge is led by XR Network+ (EPSRC-funded) and MusicFutures (AHRC-funded), in partnership with Liverpool Experience Campus (formerly ACC Liverpool).

The R&D Challenge, aims to support R&D activity. Funded projects will leverage infrastructure and facilities to develop prototypes that enhance fan experiences across live music, sport, and cultural events.

The successful model uses a strategic collaboration framework:  Creative/Venue Institution (Liverpool Experience Campus) × SME × Expert Intermediary (XR Network+/MusicFutures).

Successful applicants will receive:

– Financial Resources: Up to £25k per project to support R&D activity (SME-led projects funded by Musicfutures, this will be £25k at 100% of project costs).

– Access to creative and technical support: Through XR Network+ and MusicFutures’ teams.

– Use of testbeds: Real world venue testing opportunities, including cutting-edge high-bandwidth 5G OpenRAN connectivity at Liverpool Experience Campus.

– Collaborative environments: Access to researchers, industry mentors, and event operators/promoters.

– Visibility: Potential connections with global cultural events and industry leaders. 

Impact: Opportunity to shape the future of live experiences and contribute to Liverpool’s position as a global beacon for creative innovation.

We are interested in innovative solutions that demonstrate how emerging technologies can transform fan experiences. Example project areas include:

– Immersive & extended reality (XR) experiences enabled by high-capacity 5G. 

– AI & XR driven audience participation (real-time feedback, adaptive content, personalised experiences).

– Novel approaches to fan engagement and fan co-creation before, during and after the events.

– Operational innovation (safety, inclusivity, customer experience) that enhances the overall event journey.

– Scalable participatory technologies that work across both medium venues and large-scale arenas.

– Democratic and accessible workflows that utilise markerless, low-cost systems or tools designed for non-programmers to ensure scalability and wider accessibility.

– Exploring the end-to-end event journey (pre-purchase, build up, in-show, post-show).

– Solutions for distributed and hybrid in person and remote live experiences.

– Prototyping  multi-platform distribution models (e.g., targeting younger audiences via gaming platforms).

Successful applicants will receive:

– Financial Resources: Up to £25K per project to support R&D activity (SME-led projects funded by MusicFutures will be at £25K at 100% of project costs).

– Access to creative and technical support: Through XR Network+ and MusicFutures’ teams.

– Use of testbeds: Real world venue testing opportunities, including cutting-edge high-bandwidth 5G OpenRAN connectivity at Liverpool Experience Campus.

– Collaborative environments: Access to researchers, industry mentors, and event operators / promoters.

– Visibility: Potential connections with global cultural events and industry leaders.

Impact: Opportunity to shape the future of live experiences and contribute to Liverpool’s position as a global beacon for creative innovation.

The Challenge is open to companies, creative industry innovators, researchers and research technicians, and technology developers.

Collaborations across industry and academia are encouraged.

SME-led projects (MusicFutures funded)

– Project leads must be a UK registered company.

– In addition, SME project leads must be registered, or significantly based, in the Liverpool City Region and have a project idea focused on music fan experiences. Project funding will be administered by University of Liverpool through a subgrant agreement.

– SME Projects are funded at 100% of project costs, inclusive of VAT, including labour (staff), materials, subcontractors, equipment and other costs

• Equipment costs — maximum of 20% of project grant for equipment and capital purchase costs.
• Subcontracting— up to 70% maximum subcontracting costs, with a maximum 30% outside of Liverpool City Region
• We are keen to see projects that demonstrate additional co-investment/in kind contributions at application stage. Ideally 1:1. 

– Projects must comply with Minimal Financial Assistance subsidy controls, meaning that your organisation must fall within the £315K limit over 3 years, please refer to Subsidy Control Act 2022 for more information. 

– Projects should demonstrate social value across environmental sustainability and inclusivity. 

All projects (Academic and SME)

– Applicants must demonstrate the capacity to deliver R&D projects that can be prototyped and tested within the programme timeframe.

– All project costings must be signed off by an appropriate line manager or academic supervisor.

– Standard ethical procedures and approvals at the applicant’s institution must be followed.

Activities ineligible for funding

– Procurement of new equipment (except for items essential to the delivery of the proposed project)

– Production expenses unrelated to R&D.

– Projects primarily aimed at university teaching or curriculum development.

– 13 April 2026 – Call Opens

– 22nd April 2026 – Funding Call Q&A Webinar

– 29 May 2026 (1.00pm GMT) – Call Deadline

– July 2026 – Selected Applicants Notified

– 1st October 2026 – Project Start Date

– 31st March 2027 (duration 6 months) – Project End Date

Applicants must complete and submit the application form and supporting documents by 1.00pm GMT on 29th May 2026.

Required submission documents include:

– Application form.

– Additional supporting information (i.e. pitch decks etc).

Links to all resources and the submission portal can also be found on the Current open calls page of the XR Network+ website, and the MusicFutures website under the Key Information Tab.