Press Releases

Music VR Platform Endless Riff To Stream Band-Curated Umphrey’s McGee Playlist and Lettuce Documentary

Social Music VR Platform Endless Riff To Kick Off June 27 With Livestreamed Rockwood Music Hall Show In Virtual Environment

Social Music VR Platform Endless Riff To Make NYC’s Rockwood Music Hall First Virtualized Venue To Livestream Concerts In VR

Press Coverage

Umphrey’s McGee And Lettuce Coming To VR Music Platform Endless Riff – VRFocus

Umphrey’s McGee & Lettuce To Be Featured On New Virtual Reality Platform – Live For Live Music

Social Music VR Platform Endless Riff Debuts Today – VR Room

NYC’s Rockwood Music Hall Makes VR History – VR Observer

Endless Riff and the Rise of the Virtual Music Venue – TV[R]EV

NYC’s Rockwood Music Hall first ‘virtual venue’ – VR 360

About Endless Riff

Endless Riff is a social music VR platform that provides new ways for fans to experience live, recorded and self-captured music together. A “virtual music festival,” Endless Riff allows music lovers to consume, communicate and bond over live performances, archived and exclusive “b-roll” content within existing, former, or new virtual venues. Using networked VR tools, the platform offers content across a broad variety of capture technologies including 2D, 3D and 360 degree video. Endless Riff was founded by CEO Mark Iannarelli and CTO Andrei Averbuch in 2015. For more information, please visit

Mark Iannarelli – CEO and Co-Founder

Mark Iannarelli is the CEO and Co-Founder of Endless Riff, a social music virtual reality (VR) platform that provides new ways for music fans to experience live, recorded and self-captured music together.

Before starting Endless Riff in 2015 with Andrei Averbuch, Mark spent 17 years in the investment industry, capped off by serving as Managing Director and Director of Fixed Income at global asset management and investment advisory firm Rockefeller & Co. Inc. In his investment work, Mark saw tech companies like Apple and Google (YouTube) drive business and societal change using the influence of music but without returns to artists.

The turning point was the first time he attended the Bonnaroo Music Festival in 2008, when he saw how a complete economy, benefitting the artist and fan alike, was built in just a few days, and how people wished they could live in that world the rest of the year. He realized that VR could be the platform that served as both a nostalgic trip back to past concerts with friends and a window into brand new experiences, while creating a unique shared social environment with the fan at the center.

Mark attended the University of Kentucky, graduating with a Bachelor of Business Administration and Finance after an initial year studying engineering. He lives in Montclair, New Jersey with his family. His favorite bands include The Rolling Stones, The Who, Pearl Jam and M83, and he is always striving to see more live music – in person or virtually.