Open the new Diddy Effect on the Rhino Records Instagram, and you’ll see your own face rotating as if you’re a vinyl record on a turntable. You’ll hear his 1997 hit, “Been Around the World,” until you reverse the record with a DJ move and your world starts turning the other way, revealing the foundational sample: “Let’s Dance” by David Bowie.
Created in partnership with AR music innovators Artiphon, this is just one of three lenses that premiered last week as part of HIP-HOP AT FIFTY, Warner Music Group’s yearlong, global celebration of the groundbreaking genre that turned the world on its head during the last half-century. The news was featured on Music Week just last week.
In addition to the Diddy & Bowie lens, the Instagram Effects also include Lil Kim’s “Not Tonight,” which is paired with its foundational sample George Benson’s “Turn Your Love Around.” You can also spin between The Notorious B.I.G.’s “Respect” and KC and the Sunshine Band’s “I Get Lifted.”
Artiphon, mostly known for its hardware products Orba and Chorda (currently on Kickstarter) is an emergent disruptor in musical social media. Artiphon introduced “AR Music” to the world with the Scan Band Snapchat partnership, and their own app Orbacam – integrating fun, interactive camera lenses with a suite of intuitive musical tools to enable content creation like never before.
These new HIP-HOP AT FIFTY effects join a line of artist lenses that Artiphon has launched in the last several months, demonstrating enormous versatility and creative possibilities for audiences. Earlier this year, Artiphon partnered with Rhino Records to release an interactive version of Booker T & the M.G.’s classic record “Green Onions.” Music lovers turned into a green onion, and as they danced, heard the organ playing of Booker T. Jones himself.
Artiphon is making music interactive for the next generation of music listeners, and is already looking to expand its creator tools to new social media platforms in addition to its own apps. With AR music, Artiphon is continuing its mission to redefine what it means to make music and who gets to make it.