Prince Estate, Superfly Partner on Immersive Live Experience

Prince first played KOKO on the
Matt Chung
– Prince
first played KOKO on the “Lovesexy” tour in 1988. He chose KOKO for what would be his last ever London show.

The Prince Estate is partnering with brand experience company Superfly on a live immersive show to honor the legacy and art of the late music icon, set to launch in Chicago next year. 

Superfly co-founder Kerry Black said it was part of a way to “reimagine how fans interact with their favorite artists and music,” adding, “There are few ways to encounter music in a physical space outside of live concerts. This project will change that, pioneering a new approach to experiences while respecting the creative vision of the artist.”
Larry Mestel’s Primary Wave acquired 50% of the Prince estate from three of the musicians’ heirs, including 100% of Omarr Baker, Prince’s youngest half-sibling, along with that of sister Tyka Nelson and his late half-brother Alfred Jackson. Sharon Nelson, Prince’s half-sister, along with siblings Norrine and John, represented by attorney Londell McMillan, still control the other half, turning down Primary Wave’s offer.
Superfly’s Prince project is just the first of several new “music experiences” the company will roll out in the next few months after creating immersive fan experiences at Bonnaroo, Outside Lands, ClusterFest, BravoCon and the REVOLT Summit.  Similar museum installations have included Pink Floyd, the Rolling Stones and the Ramones.

With veterans like the Rolling Stones still playing concerts, many of the most iconic touring rockers are now in their 70s and 80s, leading to the need for ways to experience music outside of actual live shows, including holograms and multimedia tributes. Immersive Van Gogh, using the painter’s own works to create an attraction, has been a sold-out success in 21 cities around the world, including Los Angeles, New York, Chicago and Dubai, among others.