Kylie teams up with Instagram for a unique exclusive!
Today, Kylie announces a brand new music experience titled ‘Disco Spirit’, a chance to be truly immersed in her music wherever you are via augmented reality for a limited time. Fans can access this via Kylie’s Instagram. ‘Disco Spirit’ will launch tomorrow 26th November at 7pm GMT. Fans will be able to access the experience through Instagram that will see the ‘Disco Spirt’ arrive and perform “Real Groove” as a glittering, ethereal spirit via augmented reality for one hour after which the filter will remain for fans to enjoy wherever they are. Instructions of how to use the filter will be available via Kylie’s Instagram Stories.
Kylie says: “Come dance with my Disco Spirit! I loved working on this project and having a sparkling avatar embody the spirit of my album, ‘Disco‘, is an absolute thrill; to be the first of its kind on Instagram is very exciting!”.
Kylie and her team worked together with Facebook’s Creative Shop to craft this unique experience, a global music first on Instagram, using Spark AR and Instagram technology. Drawing on the themes and visuals of the album, the visual style was conceptualised and adapted to 3D space and tailored for Spark AR and the Instagram platform. The avatar was carefully modelled to embody the spirit of disco by Simone (Creative Digital Studio), and then driven using motion captured dance moves. Handing this asset to Creative Shop, Facebook used in-house audio production to remix the track and tailor it to fit a performance narrative, and then assembled the experience inside Spark AR.
Ricardo Caetano – Head of Facebook Creative Shop UK says: “We are very excited to have the opportunity to work on this project with Kylie Minogue, BMG and Studio Moross. With the main goal of enabling and celebrating self-expression, we designed this experience together, to give fans a different type of interaction with Kylie’s visuals and music, bringing fans closer. This project allowed us to explore how established concepts of performance, identity and presence are all converging and being stretched by music and technology”.
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