See Things Differently
Phone operator O2 and music distributor PIAS have just released ‘Plastic Beach’, an ‘Augmented Reality’ iPhone App featuring the Gorillaz. For those not down with the latest BuzzWords, ‘Augmented Reality‘ is when you overlay a new Virtual Reality over a real image and can subsequently interact within the new world, or change your perception. At least, that’s the theory.
The actual reality is you use your iphone’s camera to take a photo of a black and white shape (new shapes appear in magazines like the NME) and you receive some nice 3D graphics. The App also allows you to see the latest Gorillaz news & Twitter feed, link to their store, their fanclub and, where O2 come in, apply to get O2 Priority ticket for their gigs later in the year.
The App is a nice idea and perhaps the first step towards true augmented reality. It’s a shame there was no music within the App itself or perhaps some exclusive animation but perhaps this is where licensing issues start to raise their head since it’s notable this App is released by PIAS and not EMI.