Augmented reality, exclusive videos and constant dancing: it’s all in the appsPosted by Lee Porte on November 29th, 2012 – 2 Comments
As our CEO, Ben Drury, is on the cover of the Mobile Marketing Magazine this month, we thought it was a good time to talk about mobile apps. The last few weeks have seen a surge of music focused apps, covering everything from viewing to videos and photos of One Direction through augmented reality, to accessing exclusive content from The XX. One even helps those listeners who are trying to get that little bit fitter before Christmas descends.
Terms like ‘innovation’ and ‘immersive experience’ are thrown around constantly. While we’re not huge fans of clichés, we are big fans of the concepts behind them.
Our favourite has been the 18 Months app from Calvin Harris, which provides Android and iOS users with the entire 18 Months album for free – but with a catch. You have to keep dancing if you want to hear the music. Once you stop dancing (or at least stop moving) so does the music, unless you fork out some cash for it. The idea is to get those fans who’ve brought a few singles to complete their album – and what better motivation to buy a dance album than to get people dancing. Tongue-in-cheek as it might be, it does address the decline in physical albums compared to growth digital album sales. It won’t work for everyone of course, but it’s a darn good idea.
The explosion of connected devices (which could be your TV, games console, or even a fridge if you fancy) is creating a previously unheard of choice for listening to your favourite artists and bands.
This is naturally good news for music fans, but it should be filling the hearts of developers and labels with joy too. Labels can do anything from encourage more track downloads to complete the digital album of a particular artist, to develop all new marketing and revenue streams. And to do this, they’ll need developers to create a new app, who’ll in turn bring in some cash for themselves.
There’s still plenty of room for good old fashioned tracks and albums, but it’s very encouraging to see the industry embracing some of the new opportunities and pushing app development forward.