OXYTRON and Sony SRD Transform 3D Fan Experiences at MADMED Concert

Introduction

In an innovative merge of technology and entertainment, OXYTRON, based in Nagoya, Japan, harnessed Sony's Spatial Reality Display (SRD) to revolutionize fan engagement at the launch of female idol group MADMED's nationwide concert tour. On June 11, 2025, the group unveiled their new song, "毒葬" (Dokusou), at NAGOYA ReNY limited, marking a significant milestone in the entertainment landscape.

Project Overview

This project aims to explore the potential of 3D content within the fan engagement market, eventually merging it with live events. OXYTRON's vision is to create compelling experiences that captivate audiences and herald a new era of promotion strategies.

PoC Project Breakdown

PoC 1: 3D Visualization of New Song

For this concert, a special display system consisting of four interconnected SRD units created life-sized visuals that premiered MADMED's 3D music video for "Dokusou." This exciting technology enabled the members to appear as if they were dynamically emerging within the performance space, enhancing immersion and providing a distinctly novel promotion experience for attendees.

MADMED New Song 3D MV

PoC 2: 3D Avatars of Members

Additionally, the concert featured 3D avatars of all MADMED members, impeccably designed to reflect their unique traits. This offered an intimate and engaging “in-person” experience where attendees felt they were interacting directly with the stars, leading to enthusiastic reactions. The members themselves expressed surprise and delight upon encountering their virtual counterparts, further enhancing the emotional connection.

MADMED Members’ 3D Avatars

Background and Trend Development

This initiative is not just a test of technology but a strategic exploration by OXYTRON to redefine 'fan activity' through the lens of 3D rendering and actual venues. As the relationship between artists and fans continues to evolve, it is crucial to integrate innovative tech solutions for promotions, merchandise sales, and fan interaction.

What is Spatial Reality Display (SRD)?

The SRD technology developed by Sony allows users to view three-dimensional images without the need for special goggles. By utilizing gaze recognition and real-time rendering, users experience an extraordinary depth and dimensionality that simulates the presence of objects right before them. The model used in this project, the ELF-SR2, showcases a substantial display area and natural visual representation, creating a more immersive environment than ever before.

Official Website: Sony SRD

About MADMED

MADMED is a six-member female idol group under MAD’S iNK, which rebranded from "MAD MEDiCiNE" in January 2025. The diverse lineup includes Nakatsuki Yamu, Amagami Manao, Sarumai To, Kakushimaki Tenru, Fukainuma, and Onaka Peko. The group is not only active in Japan but also extends its outreach to live performances across Taiwan, Shanghai, and Thailand, gaining a substantial following with over 1 million social media fans.

They are currently on a nationwide tour across seven major cities, with the final performance slated for the Ebisu LIQUIDROOM.
Official Site: MADMED
X: MADMED Official
Instagram: MADMED Instagram

Future Prospects for OXYTRON

Building on the results from this Proof of Concept (PoC), OXYTRON plans to expand its collaborations within the entertainment sector, focusing on SRD's commercial applications. Engaging with idols, artists, and tech partners will enhance the integration of advanced technologies into entertainment business models.

Additionally, OXYTRON is developing the digital persona project, "if," aimed at creating alternative representations of individuals based on their data, preferences, and experiences in a virtual realm.

Interested parties from companies or agencies are encouraged to reach out for potential collaborations.