Black Eyed Peas Make Mobile History with First 360-Degree Mobile Music Video

The latest mobile innovators are truly an unlikely bunch. But the pop music superstars who comprise the Black Eyed Peas have done something no other recording artists in the mobile realm have ever achieved. The band has unveiled what is being hailed as the world’s first and only 360-degree mobile music video.

As a result, the “BEP360” mobile application for Apple’s iDevice line – the iPad, iPhone and iPod touch – enables music lovers and Black Eyed Peas fans to enjoy a music video experience in an entirely new – and high-tech- sort of way.

The music video for “The Time (Dirty Bit)” employs 360-degree motion control and augmented reality – all of which, in concept, were devised by group member

BEP360 – the app that delivers the 360-degree music video – is the first release from’s upstart digital media production company creatively dubbed “will.i.apps.” According to company spokesperson Sallie Olmsted, launched the new venture to help “evolve how fans can interact with their favorite artists.”

“The music video format that aired 30 years ago on MTV on your TV is evolving to fit in with today’s mobile lifestyle,” Olmsted says.

To go inside the making of the first mobile music video of its kind, check out the video below.