Virtual Reality is slowly-but-surely making its way into multiple forms of entertainmennt, including the music industry. Adding an edge to music videos, hip-hop duo Run The Jewels have incorporated the technology into their new music video for Crown, premiering on The New York Times VR app.
Currently working on their third studio album, Run The Jewels 3, the duo released an immersive video in support of their latest track. Directed by Oscar-nominee Peter Martin, whose previous video work includes acts like Nick Cave, M.I.A, and Janelle Monae, the video takes viewers on a 360-degree ride with people screaming in the background, while thunderstorms and weapons add a dark feel.
For the video, the Jewels (Killer Mike and El-P) teamed up with VR production company Wevr to finish off the 360-degree views. “Run The Jewels was at the top of our list to work with in VR because they tell immersive stories set to music and art. I believe their brand of hip-hop will lead VR in the right direction and we’re stoked to be collaborating with them to bring VR to a larger audience,” says Wevr co-founder Anthony Batt on an NME interview.
Crown comes as a part of the Times’ new Music Issue, featuring another VR video by the neo-soul band The Internet. The Times is approaching one year of experimenting with the technology. The publication began creating short films last April but didn’t release its first VR film until November 2015.
The VR video is also the first from VRTJ, Run the Jewels’ upcoming platform that will showcase their VR content. Crown is available for iOS and Android users in its entirety via the New York Times VR app. Run the Jewels will be preparing a special edition Google Cardboard headset to coincide with Record Store Day on April 16th.