Augmented Reality in Music: Top Artists and How the Tech Works

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Article written by Ressie Johns

Augmented reality (AR) has become highly integrated into daily life, blending digital images with reality, and ushering in a new way of interacting with the virtual realm. The music industry isn’t immune to the AR takeover either, as the technology has become increasingly integrated into music experiences. Massive music events like the Coachella music festival have leveraged AR to blend virtual images with set design and other technical elements, setting the stage for a futuristic concert experience that could shape the sector in the coming years. AR may soon play a much more significant role in music, but there’s still some mystery surrounding the technology and its impact. Here’s a look at AR in music, how the tech works, and how top artists are using it:

How AR is shaking up industries

AR has become increasingly adopted across various industries beyond music. By overlaying digital objects into the real world using common devices like smartphones, AR is changing our world, combining virtual elements with reality to create a unique way of interacting with technology. One of its most common applications is video games, with popular ones like Pokémon Go allowing users to “catch” virtual pokémon encountered in their real-life environments using their phone’s camera. AR is also widely used in education and health to create detailed and dynamic interactions with virtual objects to aid in learning and performing tasks. AR technology is something people can now encounter in their daily lives for things like shopping. Furniture retailer IKEA enables shoppers to use AR on the IKEA Place app to see if furnishings will fit in their homes using digital images of the items. Consumers can also use virtual try-on tools for online apparel or makeup shopping to make more informed shopping choices. With AR taking over all kinds of sectors, music is no exception to this emerging wave of technology.

AR in the music industry

AR concerts and live events

AR is shifting how fans interact with their favourite musicians by combining concerts and live events with virtual elements. Virtual band Gorillaz has long been using hologram technology to take their avatars into the real world but recently started using AR for a new show experience. Leveraging Google’s ARCore Geospatial API, the band performed their single “Skinny Ape” in New York’s Times Square and London’s Picadilly Circus in 2022. Fans could follow these performances on their devices using the Gorillaz Presents app. Even concert venues like The Sphere in Las Vegas offer AR technology features to create unique visual and educational experiences. AR helps bridge digital and real-world elements to provide a new dimension to live music shows, increasing accessibility and fun for fans. 

AR music videos

Music videos have evolved into massive productions, and AR is taking things to the next level. People typically stream an artist’s music video on platforms like YouTube, which they can access on various devices. Still, AR enables viewers to project the video onto objects that aren’t screens. In 2022, rapper Megan Thee Stallion debuted her music video for her single “Flamin’ Hottie” through the photo-messaging app Snapchat’s augmented reality lens. This enabled viewers to project the video onto a Cheeto or Dorito chip, and they can be moved closer or farther away from the device’s camera to see more or less of the video. AR technology creates a new way to view music videos, allowing for more immersion when it ties into a theme or enables a more exciting viewing experience.

AR in music marketing

Marketing is essential for musicians and brands for the same reason: building awareness and interest in the latest product. As such, artists and companies often team up for mutual benefit in marketing, and AR can be used to capture more attention from fans and consumers through AR music experiences. Coca-Cola partnered with rapper The Kid Laroi to promote its Coke Summer Music Event through Snapchat’s AR Lens Carousel. Users use the lens to view a live selfie with themed graphics. After a short countdown, the filter switches to the device’s rear camera to show a virtual performance of The Kid Laroi performing a song called “Thousand Miles.” Using these AR features attracts viewers and fans and engages them by involving them in the marketing, creating an immersive experience that boosts the artist’s visibility and brand awareness.

Article written by Ressie Johns

Exclusively for Music Injection