We were reading the other day about an inventive use for Instagram by retailer Ikea, which has created a ‘catalogue website’ using tagging and cross-linking for individual products. We wondered if this kind of idea might be useful for music marketing, and while Warner Bros’ new campaign for the album by artist Lewis Watson isn’t quite the same thing, it’s similarly creative. When viewed on a mobile device, Lewis’ account is a mosaic of tiles from his album cover – behind each of which is a 15-second audio/video sample. It’s simple and clever, and even though whenever he posts a new photo everything gets bumped along one shot, the visual effect still works.

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