Drake Drops Shoppable AR Lens on Snapchat to Push Fans to New Album on Apple Music

Hip-hop artist Drake once rapped that "goin' online...ain't part of (his) day," but that's not stopping him from promoting his new double album, Scorpion, via augmented reality on Snapchat.

Using Snapchat's Shoppable AR platform, the experience puts users into Drake's hoodie, sunglasses, and beard. Additionally, by tapping the "MORE" button, users are taken to the Apple Music app to listen to his new album.

Tommy Palladino/Next Reality

Tommy Palladino/Next Reality

Tommy Palladino/Next Reality

Tommy Palladino/Next Reality

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While we've seen artists like Taylor Swift, Lady Gaga, Justin Timberlake, and U2, and the estate of Michael Jackson, use augmented reality to promote their latest works, the technology has not been as popular as a promotional tool as it is with movies and TV.

Similarly, new music has been a near-constant feature in numerous Snapchat AR experiences, particularly dancing Bitmoji Lenses. (Clearly, I'm a fan of seeing a cartoon version of myself dance to silly pop music.)

Tommy Palladino/Next Reality

Tommy Palladino/Next Reality

Tommy Palladino/Next Reality

Tommy Palladino/Next Reality

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Nevertheless, the popularity of streaming music means that Shoppable AR is particularly well suited for the music business. Instead of merely promoting albums, artists can start earning royalties immediately by convincing consumers to move from immersive experience to listening to new music with just a click.

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Cover image via Drake/YouTube