How Can Augmented Reality Be Integrated into the Music Industry?

Published by Surge Türkiye at 26 November 2024

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Have you ever scanned a QR code from a post and suddenly found a big dinosaur in your living room? Then yes, you’ve already experienced Augmented Reality (AR). Big companies like IKEA and Amazon have already started using AR to boost engagement and let users explore their products in more detail. It’s undeniable that artificial intelligence and AR are expanding rapidly across various industries. Not only furniture or e-commerce industries use AR but also the music industry has a bunch of examples on how to implement it in innovative ways. As AR technology continues to advance quickly, it’s important for record labels and artists to stay updated and leverage these tools to remain distinctive in the future of the industry.

For an artist, sustaining visibility and engagement is critical. These two key metrics are especially difficult for independent artists to achieve, as they could face significant financial challenges.For this reasons maintaining a presence in the industry is becoming more and more difficult. Financial constraints often force them to find low-cost solutions for their marketing strategies. Without substantial funds, it becomes even more difficult to stand out and engage with an audience effectively. AR offers a low-cost options for marketing. A Meta Foresight report shows that AR applications are 59% less expensive in driving awareness compared to traditional bussiness-as-usual (BAU) campaigns. This makes AR an excellent tool for increasing visibility and engagement, even on a budget.

So, how can independent artists use AR to their advantage? Are there already examples? The answer is yes!

One of the most impactful examples comes from Gorillaz, a band known for its innovative approach to live performances. In 2022, Gorillaz used Google’s AR technology to host virtual concerts in these two iconic locations; London and New York City. They celebrate the release of their track “Skinny Ape.” Fans downloaded an AR app and watched the virtual band perform, offering an interactive experience that went far beyond traditional performances. This strategy boosted their brand awareness and also strengthened their brand identity as innovators in music. Althought this AR campaign may seem expensive, they are becoming more accessible and adaptable for independent artists over time.

Another AR strategy involves interactive album covers, which are more cost-effective. This strategy is less costly but still highly engaging for listeners, and it’s a great way to enhance an artist’s visual identity. For this AR strategy, we can give the example of Haim’s album Women in Music Pt III. The AR use made the physical product more attractive because, using Instagram’s camera, fans could scan the album cover and unlock an AR experience.It is intended to extend both the visual and experiential element of the album, offering a new way in which fans can engage with their music. This also gives fans a deeper connection with the album and with the artist’s visual identity. Those “Phygital” strategies for independent artists, with the right social media marketing and also with physical distribution of AR content, could boost their metrics as engagement, visibility, social media mentions and also streaming metrics.

https://www.creativereview.co.uk/great-work-haims-augmented-reality-album-cover

Another creative, cost-effective AR strategy is gamifying music through platforms like Instagram, TikTok, or Snapchat lenses. Artists could create filters and AR effects that allow users to incorporate elements of the artist’s music or branding into their own experiences. Filters can animate the lyrics of a song around users or project 3D models inspired by album art into their space. These tools not only make the music visually appealing but also encourage fans to share personalized creations, driving organic reach and fan engagement more profoundly.

Moreover, an artist can create AR-enabled challenges for particular tracks, like dance or lip-sync challenges, that might easily go viral. Motivating participants with exclusive prizes, such as merchandise or concert tickets, will attract participation while fueling audience engagement. Similarly, AR lenses can enhance music discovery by introducing features related to Easter egg hunts, where the fans unlock previews of new songs or special offers by interacting with virtual objects placed in the real world. These immersive experiences ramp up not only excitement but also a stronger emotional connection to the audience.

Last but not least, augmented reality (AR) could increase the revenue of artists. It can be used as a strategic tool to create content and allows listeners to interact with their music. Artists could use AR to offer virtual merchandising such as custom stickers, posters or digital collectibles. With these AR integrated items, fans could display them in their own personal spaces. This could offer the artist an additional revenue stream that goes beyond physical products. Creating exclusive content with AR such as behind the scenes footage or tutorial videos could create a sense of exclusivity for the fans which will lead to audience loyalty.

In conclusion, AR in the music industry holds continuously growing potential, from new ways for artists to connect with their fans to creating immersive experiences. For independent artists, it’s a powerful tool for low-budget marketing, where artists can reach a larger audience and increase brand visibility without any major investment. By applying AR, they are able to enhance fan engagement, create singular experiences, and build additional revenue streams-all while reinforcing their brand identities. As AR technology becomes more accessible, it will be applied more in the music marketing industry, providing even more opportunities for independent artists to innovate and connect with their audiences.

Doğa Deniz