Last week there were enough music artists who released Snapchat AR experiences to fill a small festival. Count them with me: Bruno Mars. Gucci Mane. Kodak Black. Missy Elliot. Imagine dragons. Panic! At the disco.
The numerous AR camera effects come from Lens Studio, which also makes a special effort to draw attention to these lenses via its Twitter account .
The latest example comes from Atlantic Records, who released the lens for "Wake Up in the Sky", a successful collaboration between Bruno Mars, Gucci Mane and Kodak Black. The lens recreates a scene from the music video that has more than 297 million views on YouTube today.
The lens was built by creator Cat Owens, a senior motion graphics executive on Atlantic Records. It uses Snapchat's sky segmentation technology so that users can project the trio to their next horizon as they pull the hook of the song out.
Next up on the AR stage is the inimitable Missy Elliott (who knows about Snapchat AR effects) with the "Missy – The Rain" lens.
Here, Supa Dupa Fly lets the fans wear one of their legendary costumes from their eponymous hit video.
Back to the rear view camera we have Imagine Dragons with an AR lens for the song "Bad Liar". The lens created by SVRF uses the proven virtual portal to take fans into an imaginary world. Unlike the previous examples, the virtual world does not seem to have a specific connection to the music video of the song.
Finally we have panic! In the disco with "The Amazing Beebo", which is apparently a big inside joke between lead singer Brendon Urie and the fans of the band. With this AR camera effect fans can turn into a Beebo-Muppet.
To test these lenses yourself, scan the following snapcodes or click on the links for the titles of each lens. Because all of these lenses were created in Snapchat's Lens Studio, users can search for them in the Lens Explorer tool.
The lenses point to a bigger trend, which gained momentum in the last year. Drake, Nicki Minaj and Ariana Grande have strategically put together Shoppable Lenses to accelerate the release of their latest albums. Maroon 5 and Snoop Dogg have also creatively used Snapchat to motivate fans.
Of course, Snapchat is not the exclusive province of the music industry. Guns n & #; Roses and Slipknot have chosen Facebook for their AR campaigns. Stand-alone apps are also an option, as demonstrated by David Bowie and Childish Gambino (who also demonstrated how artists can use Google's Playground AR camera for pixel smartphones). And Lens Studio and Spark AR give artists (and their marketing teams) the tools to help shape the creative process behind the AR experience Reality for 2019