Black Eyed Peas frontman will.i.am has moved into the app business, with the launch of a music video app featuring 360-degree motion control and augmented reality.
The first BEP360 app, now available from the iTunes App Store for the iPad, iPhone and iPod Touch, features the song The Time (Dirty Bit) from the band's new CD, The Beginning.
The irritatingly-punctuated will.i.am says it's the first in a series from his new company, will.i.apps, and will be followed by similar videos from his own and other bands. Cofounded with Edo Segal of Futurity Ventures, the company has partnered with augmented reality firm Metaio for the launch.
"Will.i.apps and the BEP360 app have been established to help artists tap into the potential of our hyper-connected mobile world and bring fans deeper inside the music far beyond a four-minute audio recording," says will.i.am.
"It's a unique and completely new way to experience 360 degree music immersion that will bring artists and fans closer together."
Pointing and swinging an iPhone, iPod touch or iPad changes the user's point of view around a full 360 degrees. In a similar way to Google Street View, it allows the viewer to see what's going on in every direction and zoom in for a closer look.
If users point their device at the cover artwork, they see avatars dancing to the beat, their latest tweet hovering above their heads; they can also take and share their own shots on BEP Earth: "sharing and celebrating their love for the BEP and their music," says the company. Hmm.
Other features include a puzzle game and an aggregated Twitter feed for the band.
It's available for $2.99 from the App store. There's a demo, here, showing the making of the video.