Facebook has long been a platform where you can craft your own perfect personal story, curating photos and thoughts and sharing things which slowly showcase the version of yourself that you wish to present to the world. (Plus there was something about Kony 2012 a few years back that popped up a lot on feeds, too.) Soon you will be able to really start crafting your own reality on Facebook, as Mark Zuckerberg announced yesterday that augmented reality is the next big move for the company.

Zuckerberg gave a half-hour presentation at the company’s annual developers conference F8, during which he spoke of a new camera-based AR platform which, as he explained, will be used for tasks ranging from the practical: leaving notes on the fridge, to the immersive, such as gaming.

“We’re going to make the camera the first mainstream augmented reality platform,” Zuckerberg said (via The Hollywood Reporter).

Obviously this opens up a whole world for the music space, with more immersive experiences (hopefully better terminology will come along with the technology) a possibility in video clips, concert films/streams, and expanded album experiences with a malleable video component. It’ll get out of hand for a few years while labels and creators fumble through it, sure, but — as The Hollywood Reporter points out — AR is a gateway to the larger virtual reality space, and Zuckerberg just happened to drop a cool $3 billion to buy VR headset company Oculus. It’s all part of a larger plan. First you use the phone, then you wear the silly headgear.