The Who Release App In Celebration Of Their 50th Anniversary
The Who is set to release an app in celebration of the rock band's 50th anniversary, The Hollywood Reporter says.
"The Who Immersive App" is a collaboration between the band's management company Trinifold, music label Universal Music and tech company Immersive. The free version of the app for Android and iOS devices has been released this week while the premium app for the Oculus Rift will be released in early 2015.
The app is focused on a 3D world that features images from the band's long standing career in the music industry and rare photos from the archives of The Who frontman Roger Daltrey, The Guardian says.
Michael Fenna, creative director at Immersive, explained how they wanted to keep the features of the app close to the band's 50th anniversary compilation. "We've kept it quite tight around 'The Who Hits 50' album, but the idea is to expand and use the technology to unlock different experiences as the tour evolves," he said.
He added, "The plan is to add a series of other experiences, including live performances. We've built it as an evolving thing: there's a real chance to tell a narrative in a more engaging way than in a book or a film."
The app will have a press launch on November 12 at Shepherd's Bush, a place close to where the band was formed, according to Billboard.
Meanwhile, Daltrey admitted that he is not fond of using smartphones but has learned to welcome the idea that they "open huge possibilities to entertain and educate." He also mentioned how they hope the app would help in keeping fans interested in their music.
"This app will hopefully teach our newer, younger fans everything they might want to know of our history, and hopefully unearth some odds and sods for our older ones," he said in a statement.
While the less immersive app is downloadable for free for smartphones and tablets, some fees may be charged in the future should the user want to acquire extra content.
A demo version of the Oculus Rift app will be released for developers before Christmas but a fee will likely be charged when the full version is released in 2015.