As the technology surrounding music continues to develop, the ways in which labels and artists release tracks has evolved in tandem. And it seems British solo artist Ed Sheeran and UK rapper Devlin have broken into untouched territory, teaming up to release the world’s first single through augmented reality.
Over 2,000 posters will allow fans access into free virtual gig spaces using the free app Aurasma. All you have to do is point your smartphone at any Devlin ft. Ed Sheeran poster and the artists will come to virtual life and perform a cut of new single 'Watchtower'.
The track features a star studded line-up with Labrinth on production duties and sampling the Bob Dylan's classic of the same name.
It also comes in the wake of Ed Sheeran's performance a the London 2012 closing ceremony and his album '+' becoming the second most digitally downloaded album in the UK ever.
Speaking about the groundbreaking release, Devlin said, "Nowadays it seems everyone has a smartphone and making posters play music is a cool way of using one, and hopefully makes the walk to work or the wait at the bus stop more enjoyable."
The groundbreaking way in which this single has been made available has already attracted over one million YouTube hits for the single. Matt Mills, Head of Innovation at Aurasma, claimed the collaboration shows how the technology can benefit both artists and fan alike "It offers artists a new way to showcase and sell their music, and gives fans exclusive content and an instant connection with their favourite musicians."