The new British boy band Encore, who have just supported Jesse J and N-Dubz on their UK tours, are to release their single "Tit for Tat" next month.
They are one of the first UK pop bands to use QR codes in their music video – matrix barcodes that will pop up at various points in the new video. Fans can simply point their iPhone, Blackberry or Android phones at the barcodes to be taken to behind-the-scenes footage of the video, as well as to a free download of another Encore track, "Chase the Light".
The Pet Shop Boys used QR codes in their video for "Integral" in 2007 to direct fans to online content about civil liberties issues, in particular plans for a British national identity card. Kylie Minogue also used a QR code for her 2010 single "All the Lovers", and urban artist Labrinth utilised one for an advertising campaign on various media – including street posters – to promote his single "Let the Sun Shine". The QR code took viewers directly to his YouTube videos – and to a cartoon video tutorial on how to use QR codes.
Encore – Mark Asari, 22, rapper Pierre Joseph, 23, and singer/ producer Cairo Woodwood, 22 – hope the QR codes will entice fans.
Asari has been writing and producing with Chipmunk and features on Tinie Tempah's album Disc-Overy; Joseph hung out in East London with Dizzee Rascal and Tinchy Stryder and is also a black-belt kick boxer; and Woodwood made a name for himself on the acoustic soul live scene and had a part in the Ricky Gervais movie Cemetery Junction. The trio decided to unite after meeting at an open-mic night in 2009 and are now signed to Island Records. Their debut album is due out early next year.
"We're young, talented guys who want to bring something distinctive, exciting and evolutionary to the music scene," says Woodwood.
"Tit for Tat" is out on 17 July (www.myspace.com/wantmoreencore)