Taggar social augmented reality app demoed at SXSW by Sam Smith

Why do so many popular apps end in an "r" sound? There's Twitter, Flickr, Tumblr, Tinder, and now Taggar – the music app that allows fans to get even closer to their favourite artists.

The app, built upon the Neurence platform, recognises objects and then reveals content that has been secretly tagged behind them. This is termed "social augmented reality" (AR) and both Warner Music and Capitol Records are using the app for new artist campaigns.

Taggar follows Bjork's Biophilia, Radiohead's Polyfauna and Lady Gaga's ARTPOP, but none of these apps boasted the interactive AR technology.

Launching the app is R&B star Jason Derulo, whose fans can win tickets to his Tattoos World Tour by scanning the Tattoos album with the Taggar app. They can also tag his artwork with their own virtual 'markers' and unlock exclusive video content.

With Sam Smith, Naughty Boy, Bastille and Emile Sandé also signed up to use the app, Taggar's marketing director Charlotte Golunski said: "we are excited to see how users will approach the contests and make their tags really stand out from the crowd."

"Our vision is to create a world in which fans and artists can connect with one another through real-world digital tags."

Taggar is available on iOS through the App Store with an Android version coming in Spring 2014. Sam Smith and Naughty Boy perform at SXSW tomorrow and will be demoing the technology.