In 2011, the smartest artists are starting to behave like brands. Not only by releasing content, but by building experiences around it that fans can actually play with.
BEP360 is a strong example of that thinking. It packages a 360-degree, motion-controlled music video experience around The Black Eyed Peas, designed for iPhone, iPad, and iPod touch.
The core mechanic is simple. You move your device, and the camera view moves with you, giving you viewer control inside the scene. On top of that, BEP360 includes an augmented reality layer triggered by pointing the iPhone camera at the album cover for The Beginning, plus a virtual photo session feature that lets fans stage shots with the band and share them.
In global entertainment marketing, app-based experiences are becoming a practical way to deepen fandom between releases and justify paid content with participation.
It is also an early signal of where “music video” can go when it is treated as a product experience rather than a clip you watch once. The app is billed as a first-of-its-kind 360-degree mobile music video, built under will.i.am’s will.i.apps banner, with augmented reality support via Metaio and 3D360 video technology referenced in early coverage.
Why this is more than a promo gimmick
The best part is the shift from passive viewing to participation. A 360-degree experience creates a reason to replay, because you cannot see everything at once. That replay value is what standard video launches rarely earn.
What the AR layer adds, and what it does not
The AR trigger is not the main event. It is a novelty layer that extends the universe into the physical world, using the album cover as the marker. The real value is the combination of interactive video plus social output. Fans can create something and share it, which keeps the campaign alive without requiring more media spend.
What to steal for your own fan-first experience
- Give people viewer control. Control creates replay value.
- Bundle features around one hero action. Here the hero action is “step inside the video”. Everything else supports that.
- Use AR as an on-ramp, not the whole product. A quick wow moment is fine, but the experience must hold attention afterwards.
- Design for sharing outputs. Photo sessions and remixable moments extend reach organically.
A few fast answers before you act
What is BEP360?
BEP360 is a Black Eyed Peas iOS app that turns a music video into an interactive 360-degree experience controlled by moving your device, with an added augmented reality layer triggered by the album cover.
What makes the music video “360-degree” in this case?
The camera perspective changes as you rotate or swing the phone, giving you control over where you look inside the scene while the track continues.
How does the augmented reality part work?
You point your iPhone camera at the The Beginning album cover, and the app overlays animated BEP characters and related content on screen.
Why does an app make sense for music marketing?
Because it can bundle interaction, social sharing, and ongoing fan content into one place. It gives people a reason to pay for the experience, not only consume a free clip.
What is the main risk with app-based fan experiences?
Friction. If downloads, device compatibility, or onboarding are annoying, the idea collapses. The experience has to deliver value within seconds.