Live-performance, augmented reality app, ‘The Round’, launches with exclusive event listing of EE BAFTA

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SETsquared Bristol

Pioneering, live-performance and technology company, ‘The Round’, will launch its unique, immersive and self-titled app with an exclusive event listing at 6:45pm this Sunday, 11th April. Created using EE’s award-winning 5G-network, the AR music performance from EE will feature platinum-selling artist Liam Payne, ahead of the opening of the 2021 EE British Academy Film Awards.

In the EE BAFTA world-first, real-time Augmented Reality (AR) mobile experience, Liam’s body, facial movements and live audio data, will be instantly transformed into 3D animations that will be live-synced and transmitted in real-time for fans across the UK to experience the performance live through The Round app on their mobile handset; transforming their surroundings into virtual venues, whether they’re at home or on-the-go.

The Round, which was created by theatre producers Pip Brignall and Thomas Winsor, Founders of SETsquared Bristol member, Reality Check Productions, looks to pioneering AR and 5G technology to create unique and meaningful fan-first experiences for the theatre and wider arts and entertainment industries. After witnessing the devastating effects of the pandemic on the live performance sector, the launch and capabilities of The Round feels even more timely. The company initially received Innovate UK’s COVID Response Grant, followed by The Sustainable Innovation Fund, for their self-titled concept – an immersive Augmented Reality app – and April sees the launch of their first big project.

Pip Brignall and Thomas Winsor, Founders of The Round app, said:

“We are dedicated to finding unique ways for artists to express their creativity and tell engaging stories. With our advanced AR technology and EE’s 5G network, the world really can become a stage! Our virtual venue offers a meaningful and intimate experience at a time when we are all craving those personal connections. Liam is such an incredible artist, so we’re sure fans will be delighted to have him in their front rooms as a holograph, putting on a show!”

The Round is available to download now on the Google Play and Apple App stores. For more information, visit or follow The Round on Twitter at @LiveOnTheRound.

Fans will be able to stream Liam Payne’s ground-breaking AR performance through The Round app on Sunday 11th April at 6:45pm, ahead of Liam Payne’s spectacular 5G-powered EE BAFTA opening performance on BBC One at 7pm.


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