Ultra partners with SiriusXM to introduce 'Virtual Audio Festival'
For Ultra Music Festival followers disheartened by the news of its “postponement” to 2021 earlier this month due to the COVID-19 outbreak, the Miami event is giving those who planned to either attend or view its livestream the opportunity to still experience the music.
In a partnership with SiriusXM, Ultra will be hosting its own UMF Radio station to broadcast “Ultra Virtual Audio Festival” through the radio platform. Slated to commence streaming at 5 p.m. ET Friday, March 20 through Monday, March 23, Ultra will be broadcasting exclusive live performances from the likes of Martin Garrix, Armin van Buuren, Major Lazer, Afrojack and Above & Beyond among other notable headliners. Additional sets from Ultra’s past iterations will also be available to hear through radio station from Kygo, The Chainsmokers and more.
In a statement from SiriusXM president and chief content officer, Scott Greenstein, he explained the nature of the partnership:
“With the postponement of beloved events, necessary changes in people’s everyday life, and need for social distancing, we know our listeners are seeking a sense of community more than ever. To encourage that, we are pleased to be working with Ultra Music Festival to provide our listeners with this virtual audio festival featuring the diverse lineup of artists the UMF delivers year after year, as well as exclusive, fresh, new sets from some of the biggest names in dance music.”