A$AP Rocky | TESTING the Boundaries of Music Promotion
When A$AP Rocky was preparing to drop TESTING, he didn’t want a standard rollout. He envisioned something that would blur the line between the digital and physical world—where fans could literally see and hear his new music everywhere they turned. To realize this vision, he collaborated with TribalScale to create the TESTING AR App—an interactive mobile experience that let users point their phone cameras at street signs, billboards, and posters to unlock exclusive content from the upcoming album.
Impact Delivered
Challenge
Pushing the boundaries of music promotion meant tackling multiple hurdles simultaneously:
Time pressure: A strict two-week deadline to release the app alongside the album launch.
Technical complexity: Porting an early prototype and AR codebase into a production-ready, native iOS app.
Distribution readiness: Setting up App Store credentials and approvals under an immovable global release date.
A$AP Rocky’s creative vision demanded speed, precision, and a partner capable of building immersive AR at record pace.
Solution
TribalScale leaned into rapid iteration, tight collaboration, and deep technical expertise to deliver innovation at scale.
Inherited and optimized the AR codebase to ensure stability and responsiveness under real-world conditions.
Paired engineering and design teams to refine the user experience and align visuals with the TESTING aesthetic.
Integrated new functionality through the iPhone’s native camera and ARKit to support custom markers and real-time media overlays.
Executed a compressed agile cycle, delivering daily builds, continuous testing, and iterative feedback with the artist’s creative team.
Within two weeks, the TESTING AR App was live in the App Store.The app featured two signature AR experiences:
Yammy Vision: When users pointed their phone at any street sign, it transformed on-screen into a custom yellow-and-black sign bearing a TESTING track title—fusing real-world motion with digital design.
Media Mode: Fans scanning A$AP Rocky posters or billboards saw a 3D TESTING logo appear, paired with an unreleased music snippet.
Every interaction could be captured and shared on social media, fueling organic buzz as fans uncovered hidden songs and speculated on the album’s tracklist.
“Amazing and unique use of Augmented Reality. Love playing with this and sending photos to my friends!”
— App Store Review, May 2018
Outcome
The TESTING AR App changed the playbook for music marketing. A$AP Rocky didn’t just promote an album—he created a living, participatory experience that turned cities into stages. For TribalScale, the project showcased the power of rapid co-creation and innovation at cultural speed, reinforcing our position as a go-to partner for global brands at the intersection of entertainment and technology.
Why It Matters
In a world saturated with digital ads, experiential engagement wins attention. This collaboration proved that immersive technology can make fans feel part of the story—transforming passive listeners into active participants in an artist’s creative universe.