Canadian Hip-hop singer Drake is promoting his new double album, Scorpion, via augmented reality on Snapchat.
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Snapchat’s Shoppable AR platform lets users try on Drake’s hoodie, sunglasses and beard. Additionally, tapping the “MORE” button takes users to the Apple Music app to listen to his new album.
Drake isn’t the first singer to use augmented reality to promote their latest works, Artists like Lady Gaga, Taylor Swift, Justin Timberlake, and U2, and the estate of Michael Jackson, have used AR for the same purpose. However, for music, the technology hasn’t been as popular a promotional tool as it is with movies and TV.
Likewise, new music has been a near-constant feature in numerous Snapchat AR experiences, particularly dancing Bitmoji Lenses.
Nevertheless, the popularity of streaming music means that Shoppable AR is particularly well suited for the music business. Instead of merely promoting albums, artists can start earning royalties immediately by convincing consumers to move from immersive experience to listening to new music with just a click.
Scorpion is Drake’s fifth studio album. Released on June 29, 2018 by Young Money Entertainment, Cash Money Records and Republic Records, Scorpion is a double album consisting of 25 tracks. Its “A side” is primarily a hip hop album, whilst its “B side” has been described as R&B and pop.
The album features guest appearances from Jay-Z and Ty Dolla Sign as well as posthumous appearances from Michael Jackson and Static Major, and additional vocals by a variety of artists, including James Fauntleroy, PartyNextDoor, Nicki Minaj, Future and Nai Palm.
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Scorpion was supported by the singles “God’s Plan”, “Nice for What”, “I’m Upset”, “Don’t Matter to Me” and “In My Feelings”. The former two singles reached number one on the US Billboard Hot 100 prior to the album’s release.