Case study: Immersive Afrobeats

<v ->One of the projects that I launched last year</v> was called Immersive Afrobeats, and it was all about exploring augmented reality and music. And in this case I launched a party that loads of people could join around the world and show up using an Instagram filter. So you got an invite to the party and you had a list of filters you could select. There was one representing Nigeria, one representing Ghana. And for some of the people joining the party, this was the first time that they had seen filters like that.

They were used to playing with all kinds of different filters, but this was kind of, building some for the community who have been underserved in that capacity, but also including other people by also giving them another kind of filter to engage with. And then you take a picture with that filter, you tag us, and you then showed up on the screen whilst I was DJing. So it was kind of like, in real time, people appearing as the party was going on. And if you imagine being in lockdown, listening to a lot of live streams, it also gave people a sense of connection because they could see other people joining and they could discover lots of new music.

And I feel like everyone was included because they had a filter that represented them or the movement, but it was also just a fun thing that brought people together.