At this point, millions of music fans throughout the world have something by the Black Eyed Peas ready to play in their pockets, yet group leader Will.i.am is setting out to make the experience a little more immersive. The producer has created a digital media production company and his first release is an iPhone/iPad app called BEP360 that offers fans a 360-degree Black Eyed Peas universe.

Will claims that the release is the first of many applications the new company is preparing. Its stated goal is to pioneer and produce apps that merge creativity, music and advanced digital technology. BEP360's first offering is a video by the group that users can rotate and swirl to catch different scenes and environments in each direction.

"will.i.apps and the BEP360 app have been established to help artists tap into the potential of our hyper-connected mobile world and bring fans deeper inside the music far beyond a four minute audio recording," said Will of the new app in a press statement. "It's a unique and completely new way to experience 360 degree music immersion that will bring artists and fans closer together."

The app is available from the iTunes app store and can be downloaded on the iPhone, iPod touch, iPad or directly to your desktop from Apple's website. It retails for $2.99.