The Black Eyed Peas has debuted what the band calls the world?s first 360-degree mobile music video.

The BEP360 application for iPad, iPhone and iPod touch takes fans inside the band's music video for "The Time (Dirty Bit)" with 360-degree motion control and augmented reality developed by the group's front man, will.i.am. BEP360 is the first release from will.i.apps, will.i.am's new digital media production company.

?Will.i.am has created will.i.apps to evolve how fans can interact with their favorite artists,? said Sallie Olmsted, a spokeswoman at Rogers & Cowan, which represents will.i.apps. ?The music video format that aired 30 years ago on MTV on your TV is evolving to fit in with today?s mobile lifestyle.

?Portable devices popularity is soaring thanks to ability to access entertainment, the Web and do loads of things that you used to be tethered to a desktop computer to do,? she said. ?On a global basis, more people have mobile phones and devices than traditional computers, so it?s a great way to reach a global fan base. 

?Also with music, if you want to get up and dance, it?s more fun and immersive than sitting in front of a TV screen. Mobile is also very social ? with the Direct a Virtual Photo Session feature, fans can snap photos with virtual Peas in each photo, and then post their images directly from the app to Facebook and Twitter.?

Mobile app details
The new application is the first in a line of upcoming apps that will converge the worlds of creativity, music and advanced digital technologies.

Consumers can use the application to view the cover artwork of the band's latest album, ?The Beginning? and watch augmented reality take form with BEP avatars dancing to the beat.

Additionally, consumers can direct a virtual photo session with band members Fergie, will.i.am, apl.de.ap and Taboo to capture their own shots and share them.

The application lets users stay up to date on everything about the Peas via an aggregated Twitter feed. There is also an interactive Peas-inspired puzzle game.

Social experiences
To make the application a social experience, users can view pictures and comments posted by other BEP360 application users on a virtual earth.

Will.i.apps will be promoting the application via fan clubs, blogs, social media and traditional press outreach is now underway.

?The will.i.apps team will be working with other artists to harness the immersive excitement that 360-degree digital teleportation offers fans who want to get deeper inside the music of their favorite artists, beyond a four minute audio recording,? Ms. Olmsted said.

Final take
Here is the music video for Black Eyed Peas' new song The TYime (Dirty Bit).

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