So Eminem is probably not the first person you think of when you think of a technology industry leader. Some music gurus may have even questioned his presence at this years Coachella. But with a stunning performance that featured augmented reality, a lot of opinions have changed.
Eminem & Augmented Reality
Prior to his set at Coachella, concert-goers had the option to download the Eminem Augmented app. This app allowed users to see additional augmented visuals surrounding the stage. The visuals will also be used at Eminem’s upcoming US and European tours.
Virtual reality isolates the user to a new alternate reality. AR, on the other hand, is a more communal, sociable technology. This is because of the way it layers on top of the existing world around you. CEO of Eminem’s record label said: “We figured, if the phones are going to be there and people are going to be putting them up in the air and looking at them anyway, why don’t we provide a way to maybe change the way they’re perceiving the show.”
In reviewing footage from the show, users can see just how powerful that augmented layer can be. This larger than life feature added an unforeseen layer of immersion suitable for many industries. Adding a digital layer to live experiences may just be the future for many industries, including music, fashion, and even retail.
Future of E-Commerce
With the recent growth of e-commerce, we’re noticing the industry take a shift towards a younger consumer. With higher expectations, it has become vital for brands to develop strategies that keep this younger demographic engaged. Most of these strategies bring a digital layer to reality, which keeps younger customers interested. Thus far we have seen companies like Zara, Outdoor Voices and Gucci experiment with AR technology to trigger small experiences on mobile.
The Coachella Experience
Only the attendees of Coachella were able to accessEminem’s cool use of AR as the experience was time-stamped and geotagged. They could only be seen within a few hundred yards from the stage.
The app also provided access to some other exclusive AR content, including a humorous ‘Mom’s Spaghetti’ interface that used image recognition to identify the festival’s universal food containers and layered graphics over it.
According to Rich Lee, creative director of Drive Studios who developed the experience, the app is an initial step that could signify a new portal to connect with music fans.