There are plenty of music artists who released Snapchat AR experiences last week to fill a small festival. Count them with me: Bruno Mars. Gucci Mane. Kodak Black. Missy Elliot. Imagine Dragons. Panic! At the Disco.
The barrage of AR camera effects comes with thanks to Lens Studio, which also makes the extra effort to draw attention to these lenses through its Twitter account.
For example, the latest comes from Atlantic Records, which published the lens for & # 39; Wake Up in the Sky & # 39 ;, a successful collaboration between Bruno Mars, Gucci Mane and Kodak Black. The lens reconstructs a scene from the music video that has been viewed more than 297 million times on YouTube.
The lens was built by maker Cat Owens, a senior motion graphics manager at Atlantic Records. It uses Snapchat & # 39; s sky segmentation technology, allowing users to project the trio onto their nearest horizon while sifting through the hook of the song.
The next on the AR stage is the inimitable Missy Elliott (who is no stranger to Snapchat AR effects) with the "Missy – The Rain" lens.
Here, Ms. Supa Dupa Fly gives fans a piece of one of her iconic costumes from her hit video of the same name.
Back to the rear-facing camera, we have Imagine Dragons with an AR lens for the song "Bad Liar". The lens is made by SVRF and uses the proven virtual portal to bring fans into an imaginary world. In contrast to the previous examples, the virtual world does not seem to have a specific connection with the music video of the song.
We finally have Panic! At the Disco with "The Amazing Beebo," which apparently is a big joke between lead singer Brendon Urie and the fans of the band. With this AR camera effect, fans can turn themselves into a Beebo muppet.
Scan these lenses below by scanning the Snapcodes below or click the links for the titles of each lens below. Otherwise, because all of these lenses are built in Snapchat's Lens Studio, users can search for them in the Lens Explorer tool.
The lenses are indicative of a larger trend that has gained momentum in the past year. Drake, Nicki Minaj and Ariana Grande have strategically planted Shoppable lenses to coincide with the release of their latest albums to help push units. Maroon 5 and Snoop Dogg have also used Snapchat in creative ways to engage fans.
Of course Snapchat is not the exclusive province of the music industry. Guns n & # 39; Roses and Slipknot chose Facebook for their AR promotions. Independent apps are also an option, as demonstrated by David Bowie and Childish Gambino (who have also demonstrated how artists can use Google's Playground AR camera for Pixel smartphones).
But the chorus remains the same: the music industry is hip to this point a reality thing. And Lens Studio and Spark AR give artists (and their marketing teams) the tools to become the owners of the creative process behind the AR experience.
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