Gorillaz are back and if you want to hear their new album, "Humanz", first you're going to have to download their AR app and then head to one of 500 locations worldwide to take part in the Humanz House Party.
Alongside the app and geo-listening party, the band has incorporated a 360-degree YouTube video for "Saturnz Barz" into this release, in addition to real-world 'Spirit Houses' in partnership with Sonos.
What's fun about this from our perspective at Landmrk -- beyond the fact that we have 'geo-previewed' releases from CNCO, James Vincent McMorrow and Alt-J in almost exactly the same way -- is that in an earlier incarnation we helped produce innovative experiences around the "Escape To Plastic Beach" tour in 2010.
That time around, Gorillaz fans got to experience life-sized AR band members at performances along with a 'Gorillaz Plastic Beach Passport' downloadable from the cover of the NME, featuring new artwork, band information and an exclusive track.
It's exciting to see Gorillaz commit to such a wide-ranging, geo- and AR-based project, but will also be great to see more people enjoy this type of experience, maybe sparking new ideas of how to creatively harness the tech and push thinking around it forwards. Drop us a line at email@example.com for bright ideas, stellar chat and more.