will.i.am Becomes will.i.apps

Black Eyed Peas front man, will.i.am, has announced the launch of BEP360, an iPad, iPhone and iPod touch app that immerses fans in a 360 degree universe of the band. BEP360 is the first release from will.i.apps, will.i.am’s new digital media production company, dedicated to producing “app-based entertainment experiences”. BEP360 is the first in a line of upcoming apps that the artist says will unite the worlds of creativity, music and advanced digital technologies.

will.i.apps worked with Augmented Reality firm metaio as well as 3D360, provider of 3D360 video, to create this first mobile, 360-degree music video. 30 years after the first music video aired on MTV, fans can be further immersed in the world of their favourite artists by pointing and swinging an iPhone, iPod touch or iPad around a 360-degree axis that then changes the point of view.

“will.i.apps and the BEP360 app have been established to help artists tap into the potential of our hyper-connected mobile world and bring fans deeper inside the music far beyond a four minute audio recording” says will.i.am. “It’s a unique and completely new way to experience 360-degree music immersion that will bring artists and fans closer together,” said will.i.am.

The app is available for $2.99 from the App Store. There’s a demo of BEP360 and a behind the scenes ‘making-of’ video here.