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Run The Jewels release new virtual reality video for “Crown”

By: Staff –

Killer Mike and El-P of Run The Jewels.

Killer Mike and El-P of Run The Jewels.

Hip-hop duo Run The Jewels have released a new virtual reality video for their song “Crown”, which is available via The New York Times’ NYT VR app (for both iOS and Android users).

A track from Run The Jewels’ groundbreaking sophomore album Run the Jewels 2, the “Crown” video is viewable on smartphone or any type of VR headset. In the latter environment the effect is immediate and enveloping, placing the viewer directly into the unfolding scenario surrounded on all sides by the story’s characters. Directed by Oscar-nominee Peter Martin (whose past collaborators include Alexander McQueen, Jamie Hewlett, M.I.A. & Janelle Monae, Nick Cave and more) and produced by VR pioneers Wevr, the video illuminates the poignant and powerful dual narratives of Killer Mike and El-P, bringing their verses to life across a stark, cinematic landscape. A 360-degree version of the video will also be rolled out on Facebook and YouTube’s 360 platforms next month.

“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 Anthony Batt, co-founder and executive vice president of Wevr.

This will be the first release for VRTJ, a forthcoming platform for additional VR content the duo have in the works, including an Art the Jewels virtual gallery, live performances, and more. VRTJ will have a booth at Fader Fort at this year’s SXSW on March 14 & 15, giving fans a chance to check out the video in a fully immersive environment. Additionally, in celebration of next month’s Record Store Day, Run the Jewels will be releasing customized VRTJ cardboard viewers in conjunction with label Mass Appeal Records.


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