Dann Saxton, Emmy-winning artist, producer, director, and technologist, develops virtual music experiences and continues to expand what’s possible.
In the ever-evolving intersection of music and immersive technology, few names stand as tall as Dann Saxton in bringing those worlds together. A seasoned artist, director, and producer, Saxton has left a lasting mark on the music industry and established himself as a trailblazer in the world of virtual and augmented reality (VR/AR) experiences. With two Emmy awards under his belt, his pioneering work in VR live-streaming and concert capture with global stars like U2, Coldplay, and Justin Bieber has set him apart as a unique force in both the entertainment and tech worlds.
For many, virtual reality might still seem like a futuristic novelty, but for Dann Saxton, it’s been a passion for over a decade. As early as 2014, while others were still testing the waters of VR, Saxton was already bringing live music experiences into virtual worlds, helping define what the medium could become. His story isn’t just one that touches technological innovation; it’s about an artist shaped by Los Angeles who recognized early how immersive technology could transform the way music is experienced and felt.
A Journey Rooted in LA’s Music Culture
Saxton’s work did not emerge from a traditional tech pathway. It grew out of the raw, unpredictable energy of the Los Angeles music scene, where proximity to artists and culture often drives innovation before the rest of the world catches on.
Before becoming an immersive content pioneer, Saxton’s journey began in the heart of Hollywood’s music scene. As the lead singer and songwriter of the rock bands Butane and Kill The Complex, Saxton made a name for himself by touring across the country, with music appearing on major platforms like MTV, VH1, and NBC, and writing music for blockbuster films like Godzilla (2014). His years as a musician gave him an intimate understanding of the creative process and the unique challenges of live performances. But it was his time managing productions at the iconic Roxy on the Sunset Strip that placed him inside the inner workings of the industry, where he built authentic relationships that would later help bring his early VR experiments directly to artists and executives.
In his role at The Roxy, Saxton helped organize concerts for a wide range of artists, from emerging acts to global names like U2, Billy Joel, Red Hot Chili Peppers, Weezer, Blink-182, Selena Gomez, and Ariana Grande. It was during this time that he began to explore how technology could enhance the live music experience. Partnering with technologist, Heiner Lippman, he began experimenting with 360-degree footage and live-streaming concerts in VR, using The Roxy as an informal testing ground for what virtual music experiences could become.
“I realized that VR has the potential not only to create empathy by letting the viewer virtually walk in someone else’s shoes, but also to act as a time machine, transporting people to a specific moment in time.” Saxton shares.
Pioneering Virtual Music with VRLIVE
In 2014, Saxton co-founded VRLIVE, a mixed-reality technology company that would go on to reimagine live music experiences. With a plan to bring virtual reality to the music industry, VRLIVE developed groundbreaking experiences with some of the biggest names in music, including U2, Tiesto, Slash, Coldplay, Radiohead, Steve Aoki, Avenged Sevenfold, Logic, Shawn Mendes and so many more. The company’s VR platforms allowed fans to experience concerts and music videos in ways that were previously unimaginable, immersed in 360-degree environments that made them feel like they were front and center at live shows.
VRLIVE’s immersive experiences weren’t just limited to music videos and concerts. Their work spanned other major live events, including a Cannes Lion nominated Super Bowl LI spot showcasing the technology, a 360 live stream of PGA Tour Pebble Beach, and the world’s first multi-camera 360 capture in partnership with the iHeartRadio Music Awards. VRLIVE’s development of Universal Music Group’s XR platform, VRTGO, was another landmark achievement in the fusion of music and virtual reality. VRTGO allowed fans to engage with their favorite artists in a more immersive way than ever before.
Saxton and VRLIVE’s contributions were recognized in Billboard, where his work was highlighted as part of a broader shift in how live music experiences are created and consumed.
Building Virtual Worlds at the Intersection of Music and Storytelling
Saxton’s contributions to the world of virtual reality didn’t stop at live music. His passion for immersive experiences led Saxton and partners to launch Digital Nation Entertainment (DNE), a company that would receive an Epic Games MegaGrant for its innovative social metaverse platform.
For Saxton, the focus has remained consistent. Technology is a tool, but the goal is always connection. “Creating these virtual worlds is not just about the tech,” he explains. “It’s about capturing the essence of the artist’s vibe and building a virtual space where fans can explore and feel emotionally connected to it.”
This approach reflects a distinctly Los Angeles perspective, where storytelling, experimentation, and culture intersect to create new forms of expression.
Recognition, Influence, and Continued Innovation
Saxton’s work hasn’t gone unnoticed. He won his first Emmy in 2014 for his work with CBS, and again in 2021 for Digital Innovation, producing holographic interviews with DNE’s collaboration with AT&T, the NBA and TNT.
His influence goes beyond awards; Saxton is known for his deep commitment to the music community and to storytelling that captures the human side of artistry. Through interview projects like RoxyTV and also Life Lessons, a series he directed for Playboy.com, Saxton has also created space for deeper conversations with cultural figures including Bill Burr, Steve Aoki, Jean-Michel Jarre, and Armin Van Buren, and Lemmy Kilmister of Motörhead, exploring the moments that shaped their lives and the lessons they carried forward. Dann also interviewed Larry King about how he has seen entertainment mediums evolve from a world of radio and television to the dawn of virtual reality and spatial content.
Looking Ahead
As Saxton continues to build through Rad Cabin Productions and beyond, his path offers a glimpse into the future of music and technology. From virtual concerts to immersive storytelling, he remains focused on expanding how audiences experience sound, space, and connection.
That future was not built in a vacuum. It was forged through years of experimentation and the kind of creative hustle that defines Los Angeles, where ideas are tested in real time and only the strongest survive. Working alongside his business and technology partners, Saxton pushed forward before there was a roadmap, building experiences long before the industry fully understood their potential.
We hope this story is a healthy reminder that meaningful innovation does not begin in boardrooms, but in creative communities willing to take risks before the world is ready.
From the Sunset Strip to the global stage, Dann Saxton continues to shape what comes next.