Following the recent announcment we have done on the mxp4 project, I would like to share some thoughts on what we are trying to achieve here as a team.
I have joined the project not only because of the challenge itself as an entrepreneur working on a breakthrough technology in troubled times, but mainly because I believe there are ways to move music forward and to power new music playback experiences in the future. It is not about replacing the .mp3 format (which may take time by the way …), but about proposing complementary & playful music experiences to first enrich the relationship between artists & fans and then derive new business models for the whole music industry (either direct revenues from upsell or indirect revenues from customer database building projects).
To make it simple, we are trying to develop scenarios where artists allow their fanbase not only to play the music, but “play with it” in order to develop further emotional attachments with consumers.
As far as the business models are concerned, we are exploring various scenarios where mxp4 can help develop either further reasons to buy a creation for consumers or customer database for managers, labels and music platforms. We also envision lots of opportunities with promotion agencies, brands and game editors.

Last but not least, we are on the point of releasing a brand new version of the mxp4 editor allowing prosumers artists to improve the promotion of their creation by making it available in a mxp4 version.
Their creation will then stand out as a single interactive file combining the following elements:
Music, images, texts
different song versions & variations remixed on the fly
Potentially Endless variations
Updatable over time
Available from a personal widget
More than 5000 beta testers have already downloaded a first generation version of our software. Based on all the feedbacks we got, we have developped an improved version much easier to deal with.

Some artists have already started to produce tracks on their own: Boston-based Passion Pit , hip-hoppers The Grouch & Eligh – both tipped as acts to watch in 2009 – have embraced the format as the basis for a burgeoning ‘remix culture’. The bands have collaborated with MXP4 to launch competitions allowing fans to remix pre-releases of eagerly awaited new singles, with the winning mixes, as voted by fans, to be included on special edition releases and mxp4 widgets allowing “play with it” music playback experiences.

Stay tuned: more to come as of July ! In the meantime, you can discover first illustration in the mxp4 studio here

Or a brand new interactive widget allowing you to play with all the remixes of Hey You, the new single:

Albin SERVIANT
CEO mxp4