Google subsequently canceled its agreement with IMC and chose to build its own cameras for its on-going investment in immersive geo-media.
In the same year, IMC introduced the world's first web-streaming live concert in 360-degree full motion interactive video using its new imLIVE(TM) server.
Canada's Much On Demand music channel covered the concert and streamed Much's daily in-studio show.
Two days after operations were ceased, former executive management of IMC formed Immersive Ventures and produced the first ever 360 mobile application for the Black Eyed Peas, BEP360, available on iTunes.
In 2011, Immersive Media partnered with Livestream to produce the world's first live 360-degree stream of the Black Eyed Peas Concert from Central Park, New York City.
[2] In April 2015, IMC entered into a partnership with Hollywood FX firm Digital Domain Holdings to create content, in a venture known as IM360.
[citation needed] Immersive Media focused on three markets: situational awareness, geographic information systems (GIS)/mapping, and entertainment and advertising for such client brands as Mercedes-Benz, Microsoft, Red Bull, Armani Jeans, the NBA, NBC Sports, Adidas, MTV and PEOPLE.
[2] IMC produced FX for several movies, including co-founder James Cameron's Titanic, Pirates of the Caribbean, the X-Men series and Furious 7.
[2] In the 2005 Inaugural Parade of George W. Bush, the U.S. Capitol Police used Immersive Media's camera on their car for security in the presidential motorcade.
Post Production during this time period included compositing and visual effects to enhance the video footage which resulted in "story shaped" content and a new approach to film making.
The entertainment division succeeded in achieving representation by William Morris Digital and in facilitating the creation of interactive video ad units with EyeWonder.