The project allows fans to record their own customised music videos by capturing band members performing the track anywhere they like. From lead singer Nik performing the song atop a user’s shoulders, to the whole band playing the song at the base of the Eiffel Tower – it’s a project limited only by the viewers’ imaginations.

How exactly does it work?
Augmented Reality is a technology which merges your world with computer generated imagery in real-time. Utilising your computer webcam, the software detects the 3-dimensional orientation of simple printed “markers” to map and superimpose active objects in real time. It’s a magic looking-glass which augments objects into your world to appear as though they’re really there. Click here for a brief tutorial.

So why is this project so unique?
Augmented Reality has never taken a collaboration between artists and their fans this far! Each of the 5 individual markers represents one member of the band performing the song Nightmoves in full. The user can set their own scene, line up their players, hit record to film their own music video and share it with their friends. This is a level of total interactivity never before seen, and one which truly invites the fan into the band’s world, and vice-versa.

Launched today, the project was conceived by etcetc and developed over the past few months by web
developers Crucial By Design and video production crew Pedestrian. “It’s an experience that’s definitely
new to most of us, and represents the endless possibilities for creative interaction between artists and fans that
new technologies allow”, says etcetc Managing Director, Andrew Jackson.

Sit in the director’s chair and make your own music video by visiting www.lostvalentinos.com.

Debut album Cities Of Gold is out now.