After all years of speculation followed by months of anticipation, the Apple iPad has finally become a consumer reality. With over 300,000 devices sold in the US on only the first day of sales, not to mention a 3G version in the pipeline, the iPad may actually be the game changer that Steve Jobs suggested it would be.
But game changer in what way? And for whom? Most early reviews of the device revolve around the excellent browsing experience and video viewing capabilities, but with the device’s streamlined dimensions and optimal portability coupled with a generous screen size, we at MXP4 see it as the strongest test platform for interactive music technology.
The intention of interactive music applications is not to reintroduce the concept of the album as much as it is to reintroduce the immersive musical experience. The traditional album established its appeal by bundling media and music. Interactive music solutions build upon that traditional concept of “album.” The new album goes beyond the simple bundling of songs and media, instead becoming a whole music experience that is individual (with the ability personalize music mixes), engaging (with both artists and fans) and evolving (via live updates) – all aspects for which the iPad’s specs and feature-set are perfectly suited.
With interactive music technology, fans don’t consume music; they are deeply involved with it. Our own data shows that the ability to create mashups and remixes drives strong engagement, plus mashup-type apps are performing well overall. The iPad is not only perfectly matched for creating such remixes and mashups, but its connectivity also allows users to share those remixes with friends through popular social networking tools as well as more directly engage with the artists.
The interactive music platform is also about more than just a one-time sale. Historically, consumers have been willing to invest in premium music experiences – whether it be a special-edition album, a concert or even branded goods. With the transaction capabilities of an iPad, artists and marketers can leverage the trust of the music brand during the listening experience to create new commerce opportunities.
Whether or not the iPad will really be a game changer remains to be seen, but early reviews agree that the device is an entirely new product resulting from entirely new thinking that can have wide-reaching ramifications across a myriad of industries. The same can be said for interactive music technology. And we think the two are a perfect – and winning – combination.
Play with our interactive singles at http://www.mxp4.com/applications.
MXP4 develops interactive music solutions that are changing the music experience for consumers by allowing them to play with the music. MXP4 to engage more closely with consumers and enables the music industry to explore new revenue opportunities. The company founders and board members were previous senior executives of Musiwave, Vivendi Mobile Entertainment, EMIMusic and DivX. The company is backed by Sofinnova Partners and Ventech. http://www.mxp4.com http://www.twitter.com/TheRemixCulture http://blog.mxp4.com/
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