We were looking for a way to make the Chili Peppers relevant to younger more tech savvy audience who spend all their times on their mobile phones. At the time there was buzz around this new tech from Japan called QR but nobody was doing anything interesting with it yet.
One of the benefits of QR over a standard barcode is that you can remove a lot of the data within the code and it is still scan-able. This makes it great for putting on surfaces that might not be flat (like T shirts) but it also means you can edit it significantly before it stops working.
People hadn’t really considered that you could do custom designed QR codes, so we decided to try and create a custom QR code of The Chilis icon (an asterisk).
Unexpectedly, it worked, so we launched the album with this new logo which lead to buy the new album. The fans loved it and many even replaced their own profile photos with our new QR icon becoming an advert for the album themselves.