(AllHipHop News) Run The Jewels is helping to push video content to the next level. The Hip Hop group made up of Killer Mike and El-P debut their new virtual reality video for “Crown” via The New York Times‘ NYT VR app.

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The “Crown” visuals are viewable on a smartphone or any type of VR headset. The video was directed by Oscar-nominee Peter Martin (M.I.A., Janelle Monáe) and produced by VR pioneers Wevr.

“Run The Jewels was at the top of our list to work with in VR, because they tell immersive stories set to music and art. I believe their brand of Hip Hop will lead VR in the right direction, and we’re stoked to be collaborating with them to bring VR to a larger audience,” states Anthony Batt, co-founder and Executive Vice President of Wevr.

This effort is the first release for a forthcoming platform for additional VR content called VRTJ. The duo also plans to incorporate an Art the Jewels virtual gallery, live performances, and more.

A 360-degree version of the “Crown” video will be rolled out on Facebook and YouTube’s 360 platforms in April. In addition, Run the Jewels will be releasing customized VRTJ cardboard viewers in conjunction with label Mass Appeal Records.

View Run The Jewels’ “Crown” video via the NYT VR app on iOS and Android. The Run The Jewels 2 album is available for purchase on iTunes and Google Play.