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Alan puts it best in this episode of XR for Business: Sam Schoonover\u2019s job with Goldenvoice is to create \u201cwow\u201d moments at music festivals like Coachella. Sam talks about the groundwork they\u2019ve laid at Coachella for immersive reality so far, and where he plans to take it going forward.\n\n\n\n\n\n\n\nAlan: Coming up next on the XR\nfor Business Podcast, we have Sam Schoon over from Goldenvoice and\nCoachella, my favorite music festival in the world. We\u2019re going to be\ntalking about augmented reality spaceships, augmented reality\nportals, bringing video to life in a AR and El Pollo Loco. All that\nand more coming up next on the XR for Business Podcast.\n\n\n\nSam, welcome to the show.\n\n\n\nSam: Hi. Thanks for having me.\n\n\n\nAlan: It\u2019s my absolute pleasure,\nman. As you know \u2014 and as people on the show who know because I\u2019ve\nmentioned it before \u2014 Coachella is one of my absolute favorite music\nfestivals. And having been a deejay for 20 years myself, I\u2019ve been to\na few. Coachella is just this magical place. So I\u2019m really excited to\nunlock two of my favorite things \u2014 music festivals and XR \u2014 with\nyou on the show. So, thank you so much.\n\n\n\nSam: Yeah, absolutely. Me as\nwell. I think a lot of people out there would agree with you.\n\n\n\nAlan: Yeah, man. So tell me, how\ndid you end up working with Coachella and what have you done before\nand how did you get there? Let\u2019s just get into it.\n\n\n\nSam: Previous to this job, I was\ndoing a whole assortment of different things in the music industry,\nand I guess the technology industry as well. I was a freelance\nwebsite developer, and had also been curating music and had developed\na playlist curation application. And then alongside that, I was\npromoting with various promoters in San Diego and Los Angeles and\ntouring shows. And that eventually \u2014 that and a music blog and I was\ndoing at the time \u2014 introduced me to the guy who started Splash\nHouse, which is a smaller music festival in Palm Springs. And through\nhim, I met the Goldenvoice team and I got involved at Goldenvoice\nDigital, and in a roundabout way, ended up focusing entirely on\ninnovation just for Coachella.\n\n\n\nAlan: What a dream job for\nsomebody like\u2026 \u201chere, your job is to focus on innovation, make\nreally cool things that nobody\u2019s done in the world, for the most\nimpressive festivals in the world.\u201d\n\n\n\nSam: Yeah, sure. I mean, it\u2019s a\nlot of fun. It\u2019s fun to be able to focus on new things every day. And\nwe have like just such an incredible team at Goldenvoice, the people\nwho have been doing Coachella for the past 20 years are still\ninvolved and still loving it. And they\u2019re really the reason why this\njob even exists, because they appreciate innovation and they\nunderstand its place and our future. And and they understand that\ninnovating and experimenting and sometimes failing, but always trying\nis a part of what makes things great and stand the test of time.\nCoachella is in a unique situation, where it\u2019s a successful music\nfestival and it\u2019s a successful business, so we have the ability to\nspend money on experiences like that, while not every festival out\nthere is so lucky.\n\n\n\nAlan: Yeah. And you guys \u2014\nwell, \u201cyou guys,\u201d I think it was before you even got there\n\u2014 but Coachella is no stranger to virtual and augmented reality. I\nremember in, oh man, it must be 2015/16, Coachella livestreamed 360\ncontent to VR headsets and I believe it was pushing to the \u2014 it was!\n\u2014 it was the Samsung GearyVR at the time. I remember watching one of\none of the shows from there and thinking, \u201coh man, I\u2019m literally\nlike getting crazy FOMO.\u201d\n\n\n\nSam: Yeah, you&#