TORONTO, May 4, 2012 /CNW/ - Capitol Records/Rezolute Music recording artist, COLIN MUNROE, has partnered with the world's leading augmented reality platform, Aurasma, to create an augmented reality music lyric installation in support of Munroe's latest single, "Invincible" featuring RZA & Memoryhouse. By simply downloading the free Aurasma Lite app from the iTunes App Store or Google Play, fans can point their mobile devices at the 'trigger' image of Colin below and watch the lyrics to "Invincible" come to life before their eyes.
In addition, the video will also play on iPhone and Android mobile devices when Aurasma Lite is launched and aimed at the same 'trigger' image of Colin at the Community 54 installation in Toronto, and anywhere it appears online, on Colin's web properties, and in print. WeSC x RZA: Chambers by RZA, supported this production with headphones that fans can use in correlation with the Aurasma app to increase the audio experience while interacting with the installation at Community 54.
"At EMI we are constantly looking for partners that enable us to link the offline and online worlds in ways that provide a seamless and valuable experience to drive discovery of an artist. Aurasma have proven to be the ideal partner to help achieve this for Colin," says Charlotte Robertson, Vice President Digital Marketing at EMI Music.
"Invincible", produced by Grammy-winning music producer and founding Wu-Tang Clan member RZA, is featured on Munroe's upcoming mixtape, Unsung Hero, presented by Karmaloop and WeSC x RZA: Chambers by RZA.
Munroe teamed with Canadian video director Philip Sportel to conceive and execute the video accompanying "Invincible". Over two days, Sportel transposed the song's lyrics in black gaffer tape against whitewashed walls at Men's nostalgia boutique Community 54, located in Toronto's emerging Parkdale neighborhood. The installation was then photographed and edited into the finished video piece which can be seen here:
Colin Munroe - "Invincible" ft. RZA & Memoryhouse (Prod. RZA)
2 Blackberry Playbooks, graciously donated by Rogers Wireless, have been pre-loaded with Colin Munroe content and are accessible at the Community 54 installation.
"Augmented reality creates a new channel for music artists to share their talents with the world" said Jennifer Rapp, general manager of Aurasma. "By integrating music videos with printed posters, innovative artists like Colin Munroe are taking centre stage in this whole new arena and exposing their music to a broader audience. We are thrilled to see our platform lend itself to the music & entertainment industry in this capacity."
Colin Munroe is an archetype of the "playlist" music generation - a cohort of music lovers whose tastes are genre-agnostic. Self-taught, Munroe writes, produces, and performs nearly all of his own music with little more than a guitar and a sampler, mixing the aesthetics of pop and underground effortlessly. Look for Colin Munroe's forthcoming debut album release via Capitol Records/Rezolute Music.
Visit Community 54 to interact with the "Invincible" installation from May 2nd until May 15th here:
12pm - 9pm Daily
1275 A Queen St. West
Toronto, ON M6K 1L6
For more information on Munroe's forthcoming mixtape, Unsung Hero, visit here: http://www.karmaloop.com/plus/Colin-Munroe
Aurasma is the world's first visual browser - a new augmented reality technology that merges the physical world with the virtual. Available as a free app for iPhones, iPads and high-powered Android devices or as a free kernel for developers, Aurasma uses advanced image and pattern recognition to recognize and understand real-world images and objects in much the same way as the human brain does. It then seamlessly blends the real-world with rich interactive content such as videos and animations called Auras. Auras can be created for printed images, product packaging, clothing, physical places and users can even use the app to create and share their own.
Since its launch in June 2011, Aurasma has had more than three million downloads. Over 3,500 partners in markets including retail, fashion, sport, automotive, consumer electronics, entertainment, advertising and publishing are using the free technology in their campaigns, on their products or embedding the technology in their own applications. Aurasma was developed by and is part of software company Autonomy - an HP Company. For more information on Aurasma, visit: http://www.aurasma.comhttp://www.youtube.com/user/AurasmaLitehttp://www.facebook.com/aurasma/http://www.twitter.com/aurasma/
Image with caption: "Capitol Records/Rezolute Music recording artist, COLIN MUNROE, has partnered with the world's leading augmented reality platform, Aurasma, to create an augmented reality music lyric installation in support of Munroe's latest single, "Invincible". Fans can point their mobile devices at a 'trigger' image of Colin and watch the lyrics to "Invincible" come to life. (CNW Group/D2 Comunications)". Image available at: http://photos.newswire.ca/images/download/20120504_C4196_PHOTO_EN_13130.jpg
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on Colin Munroe, visit: