Campaigns: Koda Kumi and her Oculus Rift Experience – Sandbox 118

Japanese pop star Koda Kumi has been a prominent name for years in her native Japan. To mark her 15th year in the industry next year she is creating the world’s first Oculus Rift music video .

The video not only has virtual reality visuals, it will also include virtual sounds created by 3D sound expert Evala (as well as wardrobe by Japanese designer Yamamoto and styling by Japanese-American fashion blogger Misha Janetter). The video debuted in London on 18th September and is moving onto Tokyo Designers’ Week on 25th October.

Kumi has long been at the forefront of design and technology in her home country. Her previous work includes theme songs for Final Fantasy X-2 as well as experimenting with motion-dance for the character of Lenne in the Japanese version of the game. She is also the first performer in Japan to provide 3D live coverage of her concerts.

It’s an interesting move, showing how new technology can be intertwined with music – even though this particular experience is somewhat marginalised for fans of the artist at the moment. This is not a campaign designed for fans to experience and participate in but rather one to prove how Kumi, who has been part of the industry for a long time, is still relevant and edgy. We are still very much in the early stages of these technologies but it should be interesting to follow what role Oculus Rift can play for music in the future.