N-Dubz and Charlie Simpson get augmented for O2 Academy iPhone app

'Artist reality' feature will offer video and audio tied to specific gigging locations around the UK.

O2 has launched a new iPhone app for its chain of O2 Academy music venues around the UK. The app includes news, ticketing, photos and social features, but also makes use of augmented reality technology.

O2 worked with music company PIAS Media on the app, having previously teamed up for a Gorillaz app which also made use of AR. The iPhone version of O2 Academy is live now, with an Android version on the way in the coming weeks.

The AR feature is called 'Artist Reality', and presents video diaries, audio tours of hometowns and virtual busking, with additional features for competitions and unlockable geolocated tracks.

Charlie Simpson (of Busted fame), N-Dubz, Frank Turner and Kids in Glass Houses are the first four artists to provide this content, with more to come. Users point their phone at the real world to find nearby O2-branded venues and access the exclusive stuff.

"The new O2 Academy app is yet another way that we are extending the gig experience, not just for O2 customers, but fans of live music and O2 Academy venues," says O2's head of music sponsorship Jasmine Skee.