The Who are celebrating their 50th anniversary with a high-profile tour, but also with a new mobile app thanks to a partnership between the band, Trinifold Management, Universal Music and developer Immersive. It has launched today for iOS and Android and takes the form of a 3D virtual world dotted with imagery from the band’s career, plus access to streaming audio and video – Spotify, Rdio, Deezer and iTunes are all built in, with Beats Music likely to follow in the US. The app will be updated regularly during The Who’s tour, but there’s also a premium version to come for the Oculus Rift virtual reality headset, although that will have to wait until early in 2015 – probably a good thing, given that the Facebook-owned headset has not been commercially released yet. For now, the mobile apps are live and free to download, with scope to make money from in-app purchases later as new sections and content are added.

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