Spotify has created a branded Instagram AR effect to support Headie One’s debut album campaign.

The UK rapper’s mixtape Music X Road (Relentless) is heading for the Top 5 today (August 30). 

Marketing and tech agency Byte worked with Spotify to launch the branded AR on Instagram. The camera effect allows fans to echo the mixtape’s artwork by placing the cover’s reflective mask over images of their own face, along with Headie One’s chest tattoo.

The initiative was made possible by Facebook’s Spark AR Instagram Beta being opened up to brands in August 2019.

Spotify’s UK social marketing manager, Fraser Stapleton, said: “We're always looking for new ways to bring our artists’ visions to life, and the new Instagram effect features felt like a great opportunity to achieve this. It also gives fans an interesting way to show their love through unique shareable experiences, so it serves both sides of our marketplace: a win-win for everyone.”

Byte’s creative director, Louis Persent, added: “Having worked on AR experiences with our clients for well over a year now, we’ve been anticipating Instagram opening their effects up to brands. We’re always looking for fresh ways for Spotify to engage with music fans and this was an unmissable opportunity to create a more immersive experience that aligned with a key artist’s vision.”

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