Colin Munroe Partners With Aurasma for Reality Music Lyric Installation
Tue, 08 May 2012 11:37:06
Capitol Records recording artist Colin Munroe has partnered with the world's leading augmented reality platform, Aurasma, to create an augmented reality music lyric installation in support of Munroe's latest single, "Invincible" featuring RZA & Memoryhouse. By simply downloading the free Aurasma Lite app from the iTunes App Store or Google Play, fans can point their mobile devices at the 'trigger' image of Colin below and watch the lyrics to "Invincible" come to life before their eyes.
Ooooh! Cool, right?
WeSC x RZA: Chambers by RZA, supported the production with headphones fans can use in correlation with the Aurasma app to increase the audio experience while interacting with the installation in store. In addition, the video will also play on iPhone and Android mobile devices when Aurasma Lite is launched and aimed at the same ‘trigger' image of Colin at Community 54 installation in Toronto, and anywhere it appears online, on Colin's web properties, and in print.
"At EMI we are constantly looking for partners that enable us to link the offline and online worlds in ways that provide a seamless and valuable experience to drive discovery of an artist. Aurasma have proven to be the ideal partner to help achieve this for Colin" says Charlotte Robertson, Vice President Digital Marketing at EMI Music.
"Invincible", produced by Grammy-winning music producer and founding Wu-Tang Clan member, RZA is featured on Munroe's upcoming mixtape, Unsung Hero, presented by Karmaloop and WeSC x RZA: Chambers by RZA.
This part is for the nerds and tech heads:
Munroe teamed with Canadian video director Philip Sportel to conceive and execute the video accompanying "Invincible." Over two days, Sportel transposed the song's lyrics in black gaffer tape against whitewashed walls at Men's nostalgia boutique Community 54, located in Toronto's emerging Parkdale neighborhood. The installation was then photographed and edited into the finished video.
Check out the video below:
"Augmented reality creates a new channel for music artists to share their talents with the world" said Jennifer Rapp, general manager of Aurasma. "By integrating music videos with printed posters, innovative artists like Colin Munroe are taking center stage in this whole new arena and exposing their music to a broader audience. We are thrilled to see our platform lend itself to the music & entertainment industry in this capacity."
Colin Munroe is an archetype of the "playlist" music generation - a cohort of music lovers whose tastes are genre-agnostic. Self-taught, Munroe writes, produces, and performs nearly all of his own music with little more than a guitar and a sampler, mixing the aesthetics of pop and underground effortlessly. Look for Colin Munroe's debut album release via EMI Music early next year.
Visit Community 54 to interact with the "Invincible" installation until May 15.
12 to 9 PM Daily
1275 A Queen St. West
Toronto, ON M6K 1L6
Get Aurasma here. Did you dig Colin Munroe's video?