In a similar vein, FKA Twigs’ sad day filter at first beautifully replicates the artist’s natural freckles on your own face, before vertically splitting your head open to reveal a glossy, 3D blood texture once you open your mouth. The effect replicates a poignant moment in the song’s video where she’s sliced down the middle with a samurai sword, meaning that fans are able to literally see themselves going through the same motions as what they see on screen.
Unlike gigs, which allow audiences to watch artists as the consumer at a set time and a set place, with a setlist, filters provide instant access and inclusion into an artist’s world like never before. Without needing the physical space to meet, augmented reality provides access to those who wouldn’t necessarily be able to attend a live event, whether that be through physical disability or from living halfway across the globe.
Working alongside 3D designer Sy Blake and motion graphic artist Maurice Andresen, electronic artist Shygirl has successfully made glossy wearable versions of her alter ego characters: Baddie, Bonk, Bovine, and Bae. With the title of her debut album named Alias, having wearable identities possibly makes for the strongest use of these effects we’ve seen thus far. In her November cover feature with Dazed, Shy explains how she went about creating a universe from her inner world to editor Anna Cafolla.
“I think it’s necessary, especially as someone presenting themselves publicly, to confirm that you are not one-dimensional,” she says. “It feels very authentic to me for artists to be amorphous and shed skins – as people we grow.”
Allowing others to easily play with and try on these identities through their phones assures that even for a moment, a fan will be giving their undivided attention to your artist whilst they’re interacting with their likeness. And for those who have enjoyed the experience, they’ll undoubtedly share it across their stories with minimal prompt, and that will always include a direct link to your artist’s profile embedded via the filter name. There’s a lot of potential there for new audiences to discover your artist purely from a visual perspective, their curiosity organically sparking new life-long listeners.
If you think an AR filter could help strengthen your artist’s campaign, you can discover a range of experienced AR and 3D designers by posting a brief on Creative Commission.