Gorillaz

Worldwide augmented reality listening event for their album

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I haven't seen anyone do this type of thing before for an album release The AR app let's you explore the "Gorillaz house" and interact with some things around it. When they host their album release, you'll get to experience the Gorillaz new music as it's being performed with all the other fans in real-time
Reminds me of what Childish Gambino did with PHAROS leading up to the announcement of his weekend festival in Joshua Tree.
Reminds me of the Taylor Swift App way back when that took you on a tour around the house she was in the for the blank space music video. It wasn't AR though (at least I don't think so it was like 3-5 years ago at least right? )
This is a dope concept!