Spotify promotes new British synth band Monarchy in image-recognition campaign
Fans of UK 80s-style synth duo Monarchy can access an exclusive track using an iPhone’s image-recognition technology, ahead of the single’s official release on 30 August, thanks to a deal with music streaming website Spotify.
As part of the promotional campaign, Monarchy has taken over the Spotify player’s homepage from today until Sunday. After downloading the Monarchy app onto their iPhone, users can log into Spotify, where they are encouraged to take a snap an image of a blue cube image using their iPhone’s camera. Image recognition technology then unlocks a Tim Goldsworthy remix of the single ‘Love Get Out Of My Way’.
Helpfully, Monarchy’s website includes instructions and a video showing people how it should be done. The band are also flagging up the promotion via their Twitter account.
The band’s record company, Mercury Records, is also giving Spotify users access to further exclusive tracks from Monarchy’s forthcoming album.
Ben Karter, senior product manager at Mercury Records, says: “Following the success of the first live video session on Spotify with Amy Macdonald, Mercury Records has again put Spotify at the heart of our marketing initiative as we promote Monarchy to the music service’s mass audience.
“Using cutting-edge image recognition technology to unlock exclusive content is the first music campaign of its kind, helping us drive awareness while letting fans get closer to the band in a really engaging and innovative way.”
I really like this campaign. It avoids over-complication, it doesn’t do anything particularly new, but it does do it a new way. It’s using complex technology in a straightforward manner that I’m sure will resonate with many music lovers. In that respect it’s a bit like Monarchy’s music.