Amir Haddad, better known simply as Amir, is a French-Israeli pop singer signed to Warner Music France and he came up via the talent show route. He participated in Israeli music competition Kokhav Nolad in 2006, made the finals of French competition The Voice: La Plus Belle Voix in 2013 and represented France in the Eurovision Song Contest 2016 (coming sixth).

For his latest single, ‘5 Minutes Avec Toi’, he is getting fans to augment themselves. Working with startup HoloMe, they have developed the Amir & Moi smartphone app, which is free on both iOS and Android.

The app itself contains the new track as well as Amir dancing so he can be slotted into any real-world location. It also allows users to record one-minute clips of themselves singing and dancing along to it and then they can share the resulting clips on social media.

HoloMe describes it somewhat grandly as “the first-ever human hologram music video to be released by an artist”. Interestingly, the app is marked as being owned by Warner Music Group (rather than HoloMe) when you go to download it and has a “© 2019 WMG” listing alongside it.

It is all done incredibly slickly and is something that fans will want to test out. But it does seem very “single use” in that fans record themselves dancing with the augmented Amir, share it and then… that’s it. There does not appear to be a competition element for the best videos or even the promise of a shout out from Amir for the most creative ones.

Given the fans have to download a dedicated app to do this (rather than have the same functionality within Snapchat or Instagram), it seems to be unnecessarily hobbling its own ambitions here. It is a great showcase for the technology, of course, but we are left with the feeling that it is restricting itself to a small audience.