Coachella today announced its initiative to bring the festival to the VR sphere and they weren't the only ones heading in that direction as well. Run The Jewels also unveiled a bit of news about their own initiatives to go into the world of virtual reality, premiering the music video for their Run The Jewels 2 song "Crown" on the New York Times VR app. They also announced their own proper virtual reality platform VRTJ.
The virtual reality element gives the video for "Crown" a whole new element to the dark and ominous thunderstorms and automatic weapons found throughout as you travel throughout the experience.
The video was directed by Alexander McQueen, who has worked with the likes of Jamie Hewlett, Janelle Monae, Nick Cave and M.I.A. in the past and produced by VR company Wevr.
"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.
The video comes as part of a greater initiative to incorporate VR into their future content. They will bring it into their live performances, have an Art the Jewels virtual gallery and more.
Run The Jewels are busy working on their upcoming album Run The Jewels 3, which comes with added expectations now that the duo are firmly in the spotlight as social activists and well-respected rappers. No date has been set on when the album will be released, but fans hope it will be released this year.
Check out the trailer below and pick up the app on iTunes or Android to watch the full video.
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