Marketing

Big Shaq gets an augmented-reality Facebook Camera effect


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In our recent report on augmented reality technology, we suggested that rather than launching standalone AR apps for artists, labels would do better exploring some of the AR features in the big social apps.

Now Island Records has offered a new example with the biggest social app of all: Facebook. The label has launched a Facebook Camera effect for British artist Michael Dapaah (aka Big Shaq), based on his new track ‘Man’s Not Hot’.

When used in Facebook’s mobile app, it puts a virtual hat and jacket on a fan along with branding for the single and an audio clip, so they can shoot a video to share with friends.

Island worked with AR/VR agency Everywoah on the effect, using a feature that’s still officially in beta for Facebook.

Big Shaq is the first (as far as we can tell) British artist to make use of the feature, following in the footsteps of the likes of Bruno Mars. It’s Facebook’s equivalent of Snapchat’s ‘lenses’, and an interesting way to build social buzz around an artist and track.

Stuart Dredge

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