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RedLaser and Lupe Fiasco took over Union Square in New York with video projections, lasers and a custom QR code to promote the upcoming release of the artist’s latest album, Lasers.

The QR code was broadcast on the building and enabled fans to pre-order the album on the spot or purchase merchandise. The campaign was supported through existing social media sites, namely Facebook and Twitter which drove fans to Union Square to show their support.

This is the type of innovation and integration with technology that will become increasingly important for the music industry. Artists will need to create an experience around their music that adds value for their fans and engages them.