Magic Ray is a mobile phone delivered service which offers 'digital character reading'.

Magic Ray is a mobile phone delivered service which offers 'digital character reading'. Visitors to the Magic Ray WAPsite are told that electromagnetic brain waves are carried on the radio waves of mobile phone signals. The Magic Ray claims to separate these brainwaves from the mobile signal and offers a reading of your mind and character. This is the premise on which the work is based and users are invited to receive a free reading. To receive a more detailed reading however the users must provide more information about themselves in order to 'calibrate' the system. This information is collected and used to build a picture of the Magic Ray audience. Instead of the standard demographic data such as age and sex, the Magic Ray aims to uncover the really interesting facts about its audience. Magic Ray asks the important questions such as: Which of the Seven Dwarfs do you most associate with? The results are then compiled and displayed on the Magic Ray website where users can interpret the data for themselves.
This work is being produced as part of a research project into the role of audiences in pervasive artworks. It aims to offer a critique of the relationship commercial services often have with their audience and also explores the use of belief and fate as alternative models of interaction to the dominant models such as gaming.