By The Drum Team | Editorial

August 15, 2012 | 2 min read

British solo artist Ed Sheeran and UK rapper Devlin are to release a single together through augmented reality.

Over 2,000 poster sites around the country will be transformed into virtual gig spaces for the release of the duo’s collaboration Watchtower – a track produced by Labrinth and featuring a chorus penned by Bob Dylan.

To access the single users have to download the free augmented reality app Aurasma, and hold their smartphones at Devlin featuring Ed Sheeran posters across the country to see the artists come to life and perform an exclusive cut of Watchtower. Viewers can then click-through to download the track, marking the first time a song has been released in this way.

Speaking of the release MOBO nominated Devlin, commented: “Nowadays it seems everyone has a smartphone and making posters play music is a cool way of using one, and hopefully makes the walk to work or the wait at the bus stop more enjoyable.”

Natasha Mann of Devlin’s lable Island Records, added: “Moving into augmented reality with Aurasma is a logical step, and one which we feel has real growth potential.”

Head of innovation at Aurasma, Matt Mills, said the collaboration was the “perfect example of how to use Aurasma,” continuing: “It [Aurasma] offers artists a new way to showcase and sell their music, and gives fans exclusive content and an instant connection with their favourite musicians."

The single is available to buy from Sunday 19 August.

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