UK rapper Devlin and singer-songwriter Ed Sheeran have teamed up for new single Watchtower, and have called upon the services of augmented reality experts Aurasma to help bring the track to life.
Using the Aurasma AR app, music fans can take their iOS or Android device of choice and point it towards one of 2,000 specially designed posters in order to view an exclusive performance of Watchtower by the musical pairing on their smartphones. Fans using the app will also be among the first to have the chance to buy the track (£1.99), before it hits download and retail stores on 19 August.
“Nowadays it seems everyone has a smartphone and making posters play music is a cool way of using one,” said Devlin.
“Hopefully, it makes the walk to work or the wait at the bus stop more enjoyable.”
“This collaboration with Devlin and Island Records is a perfect example of how to use Aurasma, seamlessly bringing together music and technology,” added Matt Mills, Head of Innovation at Aurasma.
“It offers artists a new way to showcase and sell their music, and gives fans exclusive content and an instant connection with their favourite musicians.”