Over 2,000 poster sites around the country are to be turned into virtual gig spaces, as UK rapper Devlin and British solo artist Ed Sheeran team up to launch the world’s first single through augmented reality.
The release of Watchtower – a track produced by Labrinth and featuring a chorus penned by Bob Dylan – marks another leap in the music industry as digital sales continue to outstrip CD’s and records.
Using free augmented reality app Aurasma, music fans can point their smartphones at Devlin featuring Ed Sheeran posters across the country to see the artists burst to virtual life and perform an exclusive cut of Watchtower. Viewers can then click-through to download the track, marking the first time a song has been released to the public in this way. To see it work click here http://youtu.be/m9n4Asp56AI. The single is available to buy at £1.99 from this Sunday, 19 August.
The interactive music launch from the acclaimed Devlin comes less than a month after featured artist Ed Sheeran’s debut album + was named the second biggest selling digital album in UK history, with both musicians also starring in the cinematic Watchtower video which has already amassed over 1,000,000 views on YouTube since its teaser launch.