Doja Cat and Ray-Ban Meta Announce Tour Ma Vie Documentary

As part of a heretofore under-the-radar sponsorship deal with Meta, Doja Cat is set to release a brief Tour Ma Vie documentary shot entirely with the tech giant’s Ray-Ban smart glasses.

Meta formally announced the 12-minute film yesterday, after signing on as an official Tour Ma Vie partner back in May. At the time, the involved parties emphasized that Ray-Ban Meta glasses would be “integrated throughout the live performance, with Doja Cat wearing one-of-a-kind AI glasses.”

Meanwhile, the Live Nation-partnered Facebook parent also created several Ray-Ban Meta designs in collaboration with the Vie act, and the 30-year-old has been showcasing the custom products in social posts.

Now, with the North American leg of the artist’s tour drawing to a close on December 1st, the time is evidently right to release the aforesaid documentary.

Furthermore, the carefully scheduled project will arrive amid a “Doja Cat-themed Meta Lab LA takeover,” as the artist is performing in LA, and a couple days after her birthday.

That refers specifically to a planned October 23rd premiere on Doja Cat’s YouTube channel. Directed by Quinn Whitney Wilson, the “first of its kind documentary” was shot with the appropriate smart glasses during Tour Ma Vie’s European leg.

And with the artist as well as her team having donned Ray-Ban Metas, the film will feature performance and behind-the-scenes footage alike, the Instagram owner indicated in different words.

Back to the Meta Lab LA takeover, from October 17th through the 25th, the “flagship retail space” will offer fans “an up-close look at” the artist’s Tour Ma Vie outfits and the custom Ray-Ban Meta designs at hand.

Additionally, those who purchase a pair of the smart glasses will be “eligible to receive” limited-edition Doja Cat lens cloths and “customized case engravings,” Meta relayed.

In the bigger picture, with the Doja Cat-Meta partnership fueling considerable exposure for the relevant products, are other artist-tech sponsorships in the near-term cards?

Time will tell, but logic suggests that carefully selected tie-ups could materialize moving forward. On the “carefully selected” front, assuming these deals will also coincide with tours, brands must first identify concert series that are likely to boast sizable crowds and be well-received by those in attendance.

That point is obvious enough. Less obvious, though, is the adjacent need to be wary of headache-inducing openers and audiences of sign-carrying beggars, the latter of which wouldn’t film well on Ray-Ban Meta glasses or otherwise.