As a lifelong and deeply passionate music fan, I’ve been enveloped in music and artwork since my earliest reminiscences. Combing by way of Rolling Stone from cowl to cowl was a sacred follow, whereas going to live shows and nabbing the newest live performance T-shirts or particular version albums was a deliberate and thoroughly thought-out endeavor. To at the present time, after I take heed to the music from that point, I’m transported again to these experiences and the self-discovery I had alongside the joy of exploring new music. That connection to the senses and calling again to the visible, audio and even scent of the expertise has been unmatched to every other facet of my life and nonetheless thrills me to at the present time.
The potential of the smartphone
Augmented actuality (AR) has the ability to rework a live performance poster into an immersive, interactive expertise, including dynamic digital overlays that vary from video games to animations and past. Smartphones at the moment are digital extensions of ourselves, and including on a digital part to the beloved tactile memorabilia of yesteryear hits a candy spot for the retro meets fashionable vibe that’s dominating popular culture. As digital flipped the music enterprise on its head and compelled document labels to rethink how they market and package deal music, bringing again a dynamic fan expertise is extra important now than ever.
With the resurgence of vinyl data, bands and labels have a renewed alternative to breathe new life into an unique fan expertise with immersive media expertise. AR brings again the unparalleled discovery expertise that comes together with unique launch packaging to create distinctive artwork experiences and provides again to passionate followers. Adding distinctive digital parts to those new vinyl releases may help artists join extra carefully with their followers and open income streams which have largely been squashed with digital music and streaming.
I’ve been a long-time fan of Umphrey’s McGee, so after I had the chance to work with them to herald an AR part to their fan expertise, I signed on instantly. We created an “Augmelted Reality” poster that displays the band’s suave aesthetic with AR expertise digitally bringing vibrant colours and kaleidoscopic paintings to life by way of a cell app, sparking psychedelic-induced degree visuals atop the poster. Not solely did followers get enthusiastic about this, but it surely rapidly sparked a merch frenzy, with posters promoting out and touchdown on eBay for inflated figures.
As an enormous fan myself, my dream challenge could be a Pink Floyd rerelease of “Dark Side of the Moon” on vinyl with a VR part that permits followers to expertise the album in a 360-degree animated world. With these sorts of immersive experiences, followers can faucet into all of their senses to completely take within the music. By utilizing expertise and apps which might be available on their smartphones, taking a music expertise to a brand new degree is accessible. When the Napster period pressured downsizing and unfold the worry of full trade collapse, we’ve misplaced that magic of the tangible fan expertise and the fun of looking for a brand new sound, band and modern methods of having fun with music.
What the long run holds
AR live performance posters and AR packaging experiences, as was included within the launch of Michael Jackson’s SCREAM, are merely a style of what immersive media can convey to the fan expertise. The sorts of experiences that artists and labels can craft will also be simply tailor-made to any viewers, starting from game-like experiences, to holograms of artists performing, to being a psychedelic portal to a music video. There can also be a chance so as to add an academic factor with AR, creating experiences that present followers tips on how to carry out a monitor and even dive into the backstory of writing a music.
When asking for followers to half with their on a brand new music launch, it’s important that a full unique package deal is created. Just as Bob Marley launched his “Rastaman Vibrations” vinyl with a canvas/burlap texture and The Beatles’ “Sgt. Pepper’s” launch included distinctive cut-outs within the packaging, artists can now supply followers a heightened expertise with AR and VR parts that absolutely have interaction the senses and produce a digital edge to the world of music discovery and fandom.
Being on the forefront of innovation and pushing the boundaries with one thing recent and distinctive is important for any music advertising marketing campaign and helps propel the launch of latest music with a heightened degree of intrigue. But greater than something, immersive media permits artists to harness the ability of digital to attach with their followers in thrilling and dynamic ways in which make lifetime followers out of latest listeners and create reminiscences that may observe an album for a fan’s lifetime.
Pete Herzog comes from a conventional artwork background and leverages each left and proper sides of his mind on new media initiatives as Flight School’s artistic govt producer.
This article sources info from VentureBeat