Eminem, the American rapper from Detroit, is providing fans with a brand new take on his concert experience. Eminem Augmented is the official Eminem Augmented Reality app.
The app was first debuted in Eminem’s set at this year’s Coachella. The live show experience was exclusive and only visible within a few hundred yards of the stage by letting fans access AR content through their phones during the show.
Developed by the multimedia production shop Drive Studios, Eminem’s live set at Coachella introduced fans to live displays that will grace tour dates around the U.S. and Europe as the rapper takes his show on the road.
Drive Studios’ Creative Director, Rich Lee says, “We started talking about getting VR and AR for a while.” “It’s only recently come about that this technology has come around to the point where we feel we could pull this stuff off,” according to Lee.
For Lee, who first worked with Eminem on the “Not Afraid” video in 2010, the augmented reality app is a first step for what could become a broader portal to connect with fans.
This would be the new modern way for fans to see live music.
“We figured, if the phones are going to be there and people are going to be putting them up in the air and looking at them anyway why don’t we provide a way to maybe change the way they’re perceiving the show,” says Def Jam CEO (and Eminem manager ), Paul Rosenberg.