Gibson’s New App Features AR and Real-Time Feedback

Need to Know

• The new app uses Audio Augmented Reality, which interacts with players and offers real-time feedback as they learn to play the guitar.
• The app works with both electric and acoustic guitars, and allows players to set their learning pace and track progress.
• The new Gibson App is also loaded with Gibson TV, interviews with Gibson artists, and a Virtual Guitar Tech service.

Analysis

Aspiring rock stars have a new digital tool at their disposal, as Gibson has just launched a new app with some very innovative teaching tools.

The new Gibson App, which is now available for iOS and Android, comes equipped with Audio Augmented Reality, which gives real-time feedback to guitarists as they learn to play. Audio AR was developed by Gibson and Zoundio, a music technology company based in Stockholm, and offers an unprecedented level of two-way interaction with players, whether they’re using an acoustic or an electric guitar. There is no need to plug their instrument into their smartphone or another device.

“Our focus over the past few years has been all about our obsession with guitars, our connection with artists, and on re-building our iconic brands of Gibson, Epiphone, and Kramer,” James “JC” Curleigh, president and CEO of Gibson Brands, said of the new app. “Now it’s time to bring guitar playing to life for the current and next generation of guitarists in a modern, comprehensive, and intuitive way.”

In addition to Audio Augmented Reality, the new Gibson App’s mobile learning program offers step-by-step guidance for players at any skill level, who can track and save their progress within the app. Lessons are organized by genre, and players can choose between lessons in lead and rhythm guitar. Players can access tutorials for popular songs, and will also have access to Gibson TV programming, as well as interviews with Gibson artists, a digital guitar tuner, and access to Gibson’s Virtual Guitar Tech service.

AR has been a popular pivot for brands and retailers throughout the pandemic, as fostering meaningful digital engagement with customers during the COVID-19 pandemic became key. Brands such as L’Oreal and Gucci have begun experimenting with digital try-ons, while retailers like Amazon and Wayfair have launched AR tools that let shoppers see how home furnishings would look in their homes.