THIS NEW AR APP TURNS MUSIC INTO SOMETHING YOU CAN SEE

Imagine seeing some crazy retro visuals when listening to music? Well, this augmented reality (AR) app is here to do that.

The brainchild of the creative agency Wieden + Kennedy designed the app that goes by the name of 'Necessary Explosion'. This new app, which pairs music with AR to create 'music you can see'. It is part music video, part interactive sleeve design, the app visualises SOS, the debut album of its namesake musician, turning its 11 tracks into unique AR sculptures that spin atop the vinyl record on a turntable.

The nostalgia of listening to records and physically browsing vinyl sleeves as an extension of the artist’s vision triggered Wieden + Kennedy to design the Necessary Explosion app. Users can interact with the AR content through the iOS app, which, using audio fingerprinting technology, allows them to engage with the sculptures and move them around.

To create the digital sculptures for Necessary Explosion, Wieden + Kennedy worked closely with the artist to visually reflect the sound and underlying themes of what the album represents in a musical way. Interpreting the artist’s internal mindscape, the collection of visuals comprises of; explosions, rainbows, skulls, flowers and surf-inspired waves. The app, which is now available to download on the app store, is intended to be experienced alongside the SOS vinyl LP (available at CDBaby), yet, it can also be used on its own.

The Necessary Explosion app is the first in a series produced by LAVA, a new creative platform focusing on pairing music with AR to produce immersive experiences. Evolving the way we listen and create 'music you can see', each future iteration will be specific to the artist’s vision, offering users new, unique visuals for every album.

You can see the Necessary Explosion app in action, below.