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"Singer-songwriter Rufus Wainwright wants fans to use Instagram to create a lyric mosaic for his new single, Out of the Game.\nUsers and fans are tasked with taking Instagram photos that represent a word in the lyrics of the song, \"Out of the Game.\" Users add the hashtag #OutOfTheGame to the caption and a second hashtag with the word the image represents. Photos will automatically become part of the mosaic, which is visible at instagram.rufaswainwright.com.\nRufus will select the best photos to be part of a special lyric music video for \"Out of the Game.\" Additionally, a limited-edition print book of the best photos is also available for pre-order now.\nWainwright is the latest artist to embrace the Instagram community. In February, Jason Mraz held an Instagram contest around his song \"I Won't Give Up.\" The winning entries were printed on canvas and showcased at a private exhibit in New York City.\n\n\n\n\nThe creative agency The Uprising Creative was behind both campaigns, recognizing that the photo service is a powerful way for artists to engage with their fans. \nJeff Nicholas, partner at The Uprising Creative, spoke to us about why Instagram was chosen for this project.\n\"The repetitious nature of the lyrics in the song made it ripe for this kind of mosaic,\" Nicholas told us. Moreover, Instagram is a platform and service that appeals to Wainwright's strong fanbase. \"Instagram doesn't make sense for all artists but with Rufus, it's the perfect fit.\"\nThe viral nature of Instagram also makes it attractive for these kinds of promotions. \"Users see the hashtag and want to learn more about the contest or album,\" Nicholas explains. \nFor Wainwright, the timing of this contest couldn't be more perfect. Instagram was already a popular social destination \u2014 especially with its Android launch last week. With Monday's news that Facebook has acquired the company, the service and app are garnering even more attention.\nOut of the Game will be available in the US on May 1, 2012. Users can pre-order the album on Amazon.com and iTunes now."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2012/04/10/rufus-wainwright-instagram/>