Mark Ronson’s New Video Tapped Spark AR for Instagram

Sony Music added several interactive elements to Pieces of Us

Mark Ronson in the Pieces of Us video Sony Music

Sony Music and Mark Ronson took advantage of Facebook opening up augmented reality platform Spark AR to all Instagram creators last week, as the music label and the DJ, artist and producer teamed up with the photo- and video-sharing network on the first-ever purpose-built music video for Instagram Stories.

Pieces of Us, also featuring King Princess, went live Wednesday.

The video is a collaboration between Columbia Records, Sony Music UK’s 4th Floor Creative and Facebook Creative Shop, with creative direction from Marriage, and it was directed by Clare Gillen.

It was shot entirely using mobile phones, with AR effects but no postproduction, and Sony Music said Instagram Stories will appear over two consecutive 24-hour cycles, with each providing different ways for fans to interact.

Fans will be able to do so via polls, questions and AR effects created with Spark AR.

Sony Music said the video will evolve across the 48-hour time period to incorporate content generated by fans, and the full video will then be posted to Ronson’s Instagram page via long-form video tool IGTV.

Sony Music

Facebook introduced what was then called its Camera Effects Platform at its F8 developer conference in April 2017, and the platform was renamed Spark AR last October, when the Instagram beta was first disclosed.

The decision to bring Spark AR for Instagram out of closed beta was initially revealed at F8 in April. David Cohen is editor of Adweek's Social Pro Daily.