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DMA’S Hide Augmented-Reality Experience in New Album Posters

DMA’S released their latest album last week, but promotional posters for the new record are hiding an intriguing little secret.

Image of DMA'S

McLean Stephenson*

Sydney trio DMA’S have taken their advertising to the next level, including a sneaky augmented-reality experience on the promotional posters for their latest album.

The posters, which have appeared around Australia in support of the release of last week’s THE GLOW, appear to look like any other piece of advertising material. However, a video posted to Instagram page of I OH YOU – the band’s label – shows the effects of what happens once the QR code down the bottom of the poster is scanned via a phone.

The result is that the ibis that adorns the record’s cover and the poster’s design comes to life, walking around the user’s nearby location when viewed through their phone’s screen.

This isn’t the first time artists have used such technology to promote new records. In fact, Pearl Jam did a similar thing with the announcement of their new albumGigaton, earlier in the year, while the band also provided fans with access to a new song by pointing their phones at the moon.

Meanwhile, DMA’S are set to appear on The Sound, a new music program launched by the ABC, while they’re also on track to make their live return thanks to a number of “Unplugged & Intimate” shows across Sydney and Brisbane. Initially announced as just six socially-distanced performances, these numbers have now expanded to a massive 22 shows.

DMA’S – Unplugged & Intimate

Presented by Frontier Touring, I OH YOU, and Secret Sounds

Thursday, July 30th, 6:30pm & 9pm (Sold Out)
Factory Theatre, Sydney, NSW (18+)

Friday, July 31st, 6:30pm & 9pm (Sold Out)
Factory Theatre, Sydney, NSW (18+)

Saturday, August 1st, 6:30pm & 9pm (Sold Out)
Factory Theatre, Sydney, NSW (18+)

Thursday, August 6th, 6:30pm & 9pm (Sold Out)
Factory Theatre, Sydney, NSW (18+)

Friday, August 7th, 6:30pm & 9pm (Sold Out)
Factory Theatre, Sydney, NSW (18+)

Saturday, August 8th, 6:30pm & 9pm (Sold Out)
Factory Theatre, Sydney, NSW (18+)

Thursday, August 13th, 6:30pm & 9pm (Sold Out)
Factory Theatre, Sydney, NSW (18+)

Friday, August 14th, 6:30pm & 9pm (Sold Out)
Factory Theatre, Sydney, NSW (18+)

Saturday, August 15th, 6:30pm & 9pm (Sold Out)
Factory Theatre, Sydney, NSW (18+)

Saturday, August 29th, 6:30pm & 9pm (New Shows)
The Tivoli, Brisbane, QLD (18+)

Sunday, August 30th, 6:30pm & 9pm (New Shows)
The Tivoli, Brisbane, QLD (18+)

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