The album cover was invented in 1938, and for nearly 80 years it didn't change much. In 2020 the game has changed forever, and album art is much more than the cover for a release.
IMMERSIVE WEBSITE EXAMPLES (360°, VR, 3D)
Using spatial media to engage fans is the new wave, but many new media formats can be expensive or difficult for an artist to produce in support of a release. We’ve found that immersive websites can be a powerful part of a release campaign if they’re used correctly.
- Pro: High engagement, longer session duration, introduces gamification
- Cons: Smaller organic reach, new user experience, works best as part of a larger strategy
Example 1: Spectrum (demo), by Malik
Creating an immersive 360 microsite using pre-existing album art is a really smart way to get more mileage out of the content you've already created while simultaneously bolstering the power of your superfan experience.
This project connects fans to Malik’s series of releases leading up to his album drop. It’s a unique way to explore an artist’s discography and it authentically activates the creative theme of the project.
AUGMENTED REALITY EXAMPLES:
Augmented reality is officially everywhere, and every marketer is wondering how they can use it to go viral and give fans an awesome experience.
- Pros: widely accessible on every major social media platform, familiar experience for users, better at engaging the whole brain in a media experience vs. flat content
- Cons: despite wide accessibility, many artists and music marketers aren't using the medium effectively and accidentally cut many fans out of the experience, can be expensive to produce something that hasn’t been done before.
An amazing example: POPSTAR + Dancing DJ Khaled Filter
There are many ways to creatively adapt your album art into the latest storytelling methods, and more ideas are emerging daily. It’s more than just making a filter or a microsite and publishing it. The best projects involve some elements of community management to engage fans in the new kinds of content. The best projects are ones that offer fans a variety of entry points into an immersive experience with the artist. Artists today are responsible for teaching their fans how to engage with the artist’s brand in the new interactive future of music marketing. Every concept you push out to fans is a chance to make YOUR fanbase more fluent in new media.
Information from:
https://www.hellobeaumonde.com/blog/examples-of-interactive-album-art
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