Alongside the launch of Las Vegas’ Sphere, there may be a growing number of recording artists and venues looking to enhance entertainment experiences like concerts with the latest tech. That includes Inglewood’s SoFi Stadium, which is highlighted by its massive Samsung Infinity Screen.

The Infinity Screen is a bespoke oval 70,000 square foot, dual-sided 4K LED display that hangs 122 ft. above the playing field (as well as the length of the field at 120 yards). The 2.2 million-pound ring — which also holds the speakers for the Stadium’s unique sound system — has been the centerpiece of the stadium since SoFi opened in 2020 as home to the Los Angeles Rams and Los Angeles Chargers, while also serving as a concert venue that has recently hosted the likes of Taylor Swift and Beyoncé.

“I think we’re just starting to see in the music category how artists are using it to augment their shows as an additional piece to their act versus using it just solely for closeups of the artist on stage, which is also an effective use of the screen as well,” JP Pollard, head of live events, sports and entertainment, for Samsung’s display division tells The Hollywood Reporter. “Without naming specific acts, some acts are using it for an entirely new aspect of their shows while others are using it just to ensure that everybody in the venue gets a great view of the stage activity.”

Built by Los Angeles Rams owner E. Stanley Kroenke, SoFi has additional reasons to be highlighting the potential of its Infinity Screen. It will be among the venues hosting the 2026 FIFA World Cup, as well as the 2028 Olympics (including the opening and closing ceremonies). Meanwhile, reps are hoping SoFi will be selected to bring the 2027 Super Bowl to Los Angeles.

Currently for NFL games, the Infinity Screen can display multiple elements including the live game, highlights from other games around the league, scores, fan content, sponsorship and advertising. But optimistic execs at SoFi and Samsung believe there’s more creative potential.

“Immersive technology’s not going away,” says Travis Sampson, CTO at SoFi Stadium and Hollywood Park. “We have this amazing piece of technology, obviously [SoFi] is not the Sphere, but it stands out on its own. [We’re exploring] how do we take that and really make it part of the user experience and part of the customer experience? So, when you do come to a concert or a sporting event, it’s something that really stands out from everything else.”

He adds that SoFi has an in-house broadcast team and a digital presentation team available to work with a tour or artist “to really figure out what’s the dynamic that they want to present [with the Infinity Screen]. Because it is a 360-degree view, it comes back to that intimate feel, and that look, and that aesthetic. For us, it’s really catering to the want and the need of the artist.”

Sampson adds that SoFi and partner Samsung plan to install more new tech during the next two years, saying, “We want to create experiences that are immersive and so speculator, that [attendees will want to] say, ‘You were there.'”