Music seemed easier in the analogue era. If you fancied some new tunes, you could head to a record shop and have a browse. If you were inclined towards art and design, you might even pick a record (or tape, or CD) by virtue of its sleeve alone, drawn in by the mysterious artwork to hear what music lay behind the visuals.
Without wishing to sound like a Luddite, it’s easy to see how some of the magic of this process has been lost in the digital age of algorithms and streaming. And I’m obviously not alone in this, as proven by the recent resurgence in vinyl.
Arriving to bridge the gap between the 70s era of playing records and today’s digital first approach is a new app designed by the tech wizards at Wieden + Kennedy Amsterdam’s in-house creative shop the Department of New Realities. Titled Lava, the first launch under the new platform transforms the tracks on SOS – the debut album by the artist Necessary Explosion – into 11 psychedelic AR sculptures, specifically designed to bring to life the soulful, 70s vibe of each song as you listen.
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