Marketing

X Ambassadors launch video for blind and partially-sighted fans


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What does a music video made for blind and partially-sighted people look like? Artist X Ambassadors have worked with Microsoft to find out.

The ‘audio-only music video’ is for the band’s track ‘Boom’, and has been released as an application for computers, mobile devices and Microsoft’s mixed-reality HoloLens headset. It uses a spatial-audio technology called ‘Windows Sonic 3D’, with a choice of two scenes – a walk in Bushwick, Brooklyn or a more-rural wander in Ithaca, New York where two members grew up. It’s also being recreated as a “VIP pre-show experience” on X Ambassadors’ current tour.

So, on one level, this is a standard tech-brand/band partnership, but there is also a personal angle: keyboardist Casey Harris is blind. “The app is for everybody. I hope that visually impaired people enjoy and get a lot out of it, but I’m also really excited for sighted people and everyone else to experience the world and experience the music video in a totally different and new way,” he said in a statement.

Stuart Dredge

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