At present, record companies and marketing companies in the music industry lack ways to attract young people in the digital age. As a technology to superimpose digital information on the real world, AR is mostly carried out by mobile devices. This may be a feasible way to explore the future of music, and the music industry may cooperate with augmented reality technology.
Unlike virtual reality, it is completely immersive. AR has real value. Tim Cook, CEO of Apple, thinks it has the same potential as iPhone.
The most popular and mainstream ar application cases should be Pokemon Go and Snapchat. The former set off a nostalgic wave of millennials, bringing in $6.5438+million in revenue every day at the peak. Snap Inc followed the unfortunate footsteps of Google Glass and released Snapchat Spectacles. This is a combination of sunglasses and camera, which CNet described as "the hottest AR promoter in the world".
(AR _ Music _ Music _ Video _ Marketing _ Experience _ Education)
Anthony Katz (co-founder and COO of Inexus and Musicpromotoday) has more than ten years of experience in digital music marketing and distribution. He concluded that AR technology will change the music industry in four aspects, namely music video, music marketing, music education and music experience.
Music video
(AR music video)
On 20 10, Rihanna and David Guetta cooperated with Doritos to create an AR experience for the MV of their work Who's that chick? In 20 16, YouTube paid $65,438 billion to the music industry, attracting music fans to watch music videos has never been so valuable. AR technology can make musicians have the ability to bring music videos to fans, and even make fans a part of MV. Imagine a world where users are using mobile phones or special glasses while watching MV, while artists are acting in front of fans.
Music marketing
(AR music marketing)
AR has a proven success story in the field of marketing. For example, a restaurant in new york increased its revenue by 75% by strategically using Pokemon Go. Inc.com once pointed out that AR can build a bridge between people and the virtual world. Although it is very attractive from a technical point of view, it is difficult for music fans to connect with the virtual world. Imagine a scene where fans can "hunt" exclusive content from the artist's upcoming album, just like playing Pokemon Go. Creativity has not only word-of-mouth value, but also public relations value. If you are the first person to do this, people will talk about it.
music education
(ar music education)
Cultivating and educating the next generation of music knowledge will also be deeply influenced by augmented reality. In fact, this influence is already happening: a Japanese company has developed a holographic application using Microsoft's MR glasses HoloLens, a VR piano classroom "teomirn" like a real person playing the piano, which can teach users to learn to play the piano.
AR is a tool that can help the music industry connect young music fans emotionally and meaningfully.
The most influential people in the music industry can become the biggest educators, and through experience, they can turn reinforcement into participation and pass on the experience. For example, elton john is teaching millions of students to play the piano through holographic technology, and singer Sia also shows the process of song creation in this form and presents it to everyone.
Music experience
(AR Music Concert, AR Concert)
The potential of AR technology to change the real music experience is infinite, such as concerts and other activities. As I mentioned before, AR has the potential to bring concerts to fans' own environment. Or better yet, imagine if all fans can experience a brand-new AR version of the concert scene with AR technology. Imagine the lyrics flying in the air, or the singer singing live in his favorite MV. What kind of experience will it be?
In the end, no technology can "save" the music industry. However, augmented reality may completely change the music industry. The song recognition application Shazam has just released the world's first augmented reality brand marketing solution. As a technology developer and digital music marketing practitioner, I can still tell what is the trend and what can fundamentally change the way fans contact artists.
Augmented reality will be more than just an exciting moment. The industry needs to start to understand how to use AR technology to create an experience that can bring music fans what they want, not just what labels they use to sell more records.