'Run the Jewels,' the hip hop duo featuring Killer Mike and El-P, has announced the release of 'ARTJ' as part of the group's newest album. 'RTJ3,' Run the Jewels' third full-length album, dropped on Christmas Eve 2016 in digital form, but the album is now being released in physical form accompanied by an augmented reality experience.
ARTJ is an augmented reality experience revolving around the various merchandising and physical peripheries for RTJ3. The ARTJ iOS app is available on the App Store. After downloading it, users will be able to point their smartphones at RTJ3 digital images, posters, stickers, shirts and album art to see augmented reality graphics.
ARTJ isn't Run the Jewels' first foray into quirky album releases. 'Crown,' a song on 'Run the Jewels 2,' had a virtual reality music video. Further, the entire album had a remix version, produced by El-P, that changed the album's sounds to cat noises. It was titled 'Meow the Jewels.'
Why This Trend Is Growing
- Augmented Reality Music Experiences
- Exploring Augmented Reality options in music could lead to immersive and interactive experiences that engage fans beyond traditional media.
- Virtual Reality Music Videos
- With the success of virtual reality music videos like Run The Jewels' 'Crown', the music industry could explore how to implement VR in music videos for other artists and genres.
- Remixing Music with Unconventional Sounds
- The success of Run the Jewels' 'Meow the Jewels' raises questions about how the music industry could create new musical experiences by remixing traditional sounds with unusual noises.
Industries Being Reshaped
- Music Industry
- The music industry can offer augmented reality experiences to enhance the listening experience and engage fans with merchandise and album art beyond traditional mediums.
- Technology Industry
- The Technology industry could develop software that bridges music and augmented reality technology to enhance fans' live event experiences in venues or online.
- Entertainment Industry
- The Entertainment industry could incorporate augmented and virtual reality into concert experiences, creating new avenues for artists to enhance their performances and engage fans.
