Ed Sheeran in ‘world first’ AR single release

Ed Sheeran and UK rapper Devlin are to use Aurasma’s augmented reality (AR) app to release a single that gives fans exclusive access to video content and downloads via an outdoor ad.

Ed Sheeran augmented reality

It is the first time a music track has been released in this way, according to Aurasma.

The augmented reality campaign, powered by the Aurasma smartphone app, gives fans access to exclusive scenes from the music video and the ability to click to download the track directly from the content.

The song will be available via 2,000 augmented reality posters ahead of the single release in shops and online from Sunday (19 August).

Fans can also pre-order the single through the posters and app.

Aurasma says that the campaign turns the outdoor ads into “virtual gig spaces” and “marks another leap in the music industry as digital sales continue to outstrip CD’s and records”.

Natasha Mann of Devlin’s label Island Records, says: “This year we’ve seen digital music overtake physical formats for the first time and we can only see that trend continuing. Moving into augmented reality with Aurasma is a logical step, and one which we feel has real growth potential.”

The track, Watchtower, has been produced by rapper Labrinth and includes the chorus of Bob Dylan’s track All Along The Watchtower.

A teaser of the music video has already been watched 1 million times on YouTube. 

Watch an explanation of how the augmented reality poster works below.


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here