Revolutionizing the Music Industry: Soapbox Transforms Musicians into Holograms through AR and VR
The music industry in 2026 seems to have overlooked virtual reality (VR) and augmented reality (AR). While these technologies have been experimented with for the benefit of musicians and the music industry, the results have not generated significant revenue or established sustainable startups in the long run.
Innovative Approach to Live Performances
Despite previous experiments yielding interesting and entertaining concepts, recent hardware developments are opening up new possibilities. One of them comes from Soapbox, a technology company that is developing a unique way to present musicians to audiences through VR and AR.
Soapbox records musicians during their performances and storytelling sessions, then uses volumetric video technology to transform the recordings into what they call “human-sized holograms.” This content can be experienced through VR and AR devices, including from users’ living rooms.
Over 140 musicians have been recorded by Soapbox, including artists like T-Pain, Waka Flocka Flame, and blues legend Buddy Guy. The company has also secured deals with all major record labels. The initial product is available in the form of an app for Meta Quest devices, with further developments aimed at supporting the growing AR glasses generation.
The Birth of an Idea
The concept of Soapbox originated from two brothers, Kevin and Ryan Sellors, who grew up with music and played in several bands together. Kevin pursued a career as a recording engineer and owned several studios in Atlanta, while Ryan founded a technology company for the construction industry while developing an interest in mixed reality and augmented reality technologies.
After months of discussion, Kevin decided to fully focus on the idea, and Ryan left his previous business to join in developing Soapbox. They realized that the journey wouldn’t be easy, but the potential of this technology was significant enough to pursue.
In its current format, Soapbox records simple and intimate performances. The company aims for authentic displays, as they believe that showcasing a musician’s true self can reveal their human side. Apart from performances, Soapbox also records interviews, technique demos, and educational materials.
For Soapbox, the future of music involves bringing back human connection, creativity, techniques, and history in a format that can be experienced firsthand by future generations.
Looking Towards the Future
Soapbox emphasizes that their production does not use generative AI or CGI, recording all materials from real individuals in three-dimensional formats to maintain authenticity. Amidst the rise of AI-based content, Soapbox sees an increasing need for experiences that feel genuine and have direct human connections.
According to Kevin, the evolution of music technology shows that formats do not always stay the same. In his view, VR headsets are just the beginning for three-dimensional content, with AR glasses, hologram projection technologies, and various other formats to follow in the future.
While awaiting developments in AR devices, Soapbox continues to collaborate with major technology and music companies. They are also preparing for new device launches, including a mobile version of the Soapbox app, and exploring new payment systems for musicians and rights holders.
With agreements in place with major music publishers and record labels, Soapbox sees an opportunity to present music in a unique format, focusing on how technology can bring back human elements, artistry, techniques, and history to be directly experienced by future generations.