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.
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.
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.
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.