I mean hey, at least I get some extra goodies with my crazy-expensive merchandise. It’s a neat little app that while not the best use of augmented reality i’ve ever seen, definitely makes me feel a little better about spending $60 for a t-shirt at the concert. Users simply download the ALTJ app (currently available on the IOS App Store only) and point the smartphone’s camera at certain images to view exclusive Run The Jewels content. All art included with the CD and vinyl releases, including the duo’s digital images and merch such as t-shirts and posters, are interactible in AR. They released their third self-titled album digitally without warning on Christmas Eve (it was originally scheduled for a January 13th launch), but an official physical release isn’t hitting the U.S. Well now it seems they’re going after one of the hottest new technologies on the market, augmented reality, in an attempt to promote their latest album, RTJ3. They were playable characters in last years Gears of War 4, they have a long-standing ‘bromance’ with the massively-popular Adult Swim TV Network that’s been mutually-beneficial for both brands, hell they even released a remixed version of their hit album Run The Jewels 2 where every instrumental is replaced with cat noises… Suffice to say the group is up for pretty much anything they think could catch the public’s eye. Not only have they brought a sound to hip-hop unlike anything heard in recent memory, but the musical duo understand exactly how to market themselves in a way that keeps them constantly ahead of the curve. I should start off by saying i’m a huge fan of Run The Jewels. There's nothing that I found wrong about this record, I was just kinda disappointed that Panther Like a Panther wasn't like on the Gears Of War 4 trailer, I thought it was worse than that, but after a few more listens I actually started to love the album version even more than the trailer one.The hottest musical act of 2017 gets in on the hottest new technology. I was expecting it to be great but I was still blow away. Songs like Talk to me, then Call Tickerton, then Hey Kids maintained great verses combined with hard hitting and creative production, and it just kept going. I was just laughing at how ridiculously bad ass the songs were consistently. **** there are so many bangers on this thing, and one after the other. So many great choices here, hell there's even Kamasi Washington! But when De La Rocha showed up it was just chilling, I wasn't expecting that. The flow and dynamics of killer mike and EL-P are a glory to behold, and so are the beats and instrumentals, which are, in my opinion, EL-P's best material.
The flow RTJ just keeps getting better, and I do believe RTJ3 is their best one yet and one of my favourite rap records of the last decade. RTJ just keeps getting better, and I do believe RTJ3 is their best one yet and one of my favourite rap records of the last decade.
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