John Mayer has been known to be ahead of the curve when it comes to emerging technologies. He started tweeting and blogging before it was trendy to do so. Although he was not the first to do these things he is the first recording artist to release an augmented reality music video.
This idea of augmented reality allows Mayer’s fans to become active participants in the 3D experience. It becomes a way to engage his fans in a whole new way. It provides interactive entertainment by letting fans take part in the virtual concerts as well as it is a promotion tool for the artist. The more people that try it out and tweet about it, the farther it spreads.
“My generation is always looking for new experiences and sometimes the content becomes secondary to the experience.”- Mayer
John Mayer explains augmented reality as :
A digital hologram based off a marker, set graphic, that the camera of you computer recognizes and manipulates visuals off of. This is dependent on where you are holding the marker and in what proximity to the camera on your computer.
Confused? Watch this video!
John’s new music video for this new single “Heartbreak Warfare,” is now available on his website.
The Video
To participate you must:
1) Download either the PDF or IPhone version of the special augmented reality marker, which can be found on the website.
2) If PDF version, print markers.
3) Turn on your webcam and make sure you are in a well-lit area.
4) Line the marker up with the similar one on the screen and wait for the video to begin.
5) Now you can play around by using the marker.
Created by Adobe MAX, this new technology is a great way to get the fans involved with the music. As it is such an interesting and innovative technology people all over the world will want to try it out.
Artists are always looking to advance in the area of technology to try and be the one who pushes the limits and steps outside of the box to gain that extra advantage. With augmented reality John Mayer is sure to do that.
Another band that uses augmented reality is Lost Valentinos. The small band from Australia is using AR to get their name out there. As a small band they were thinking about new, different ways of promoting themselves.
As managing director Andrew explains:
“We’ve basically mapped a full song performance of each band member to 5 individual markers that users can place in their own world and record and share it. In that respect it’s a world first – not a diorama performance on rails in the fan’s hands but totally customizable and modular experience – ie you can have 10 little lead singers playing on your desk or the whole band playing on the steps of the Opera House.”
Lost Valentinos AR Explanation
The best thing about this is that it allows fans to record their own customized music videos. You can have the lead singer perform in the palm of your hand or you can have the whole band perform in your sink. This kind of technology puts the creativity in the hands of the fans so they can customize their experience. And what is better than tailoring your music video so it meets the artistic needs of each and everyone of your fans?
Example of Video
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