Gone are the days of the “captive audience” for advertising. Television is a great example – once cable introduced us to hundreds of channels and remote controls made it unnecessary to leave the couch, advertisers had to work much harder to maintain the attention that the television program had attracted. One of the few times [...]
Gone are the days of the “captive audience” for advertising. Television is a great example – once cable introduced us to hundreds of channels and remote controls made it unnecessary to leave the couch, advertisers had to work much harder to maintain the attention that the television program had attracted. One of the few times people actually tune in to TV with the intent of watching commercials is the Super Bowl – where advertisers are intentionally pushing the limits of creativity and humor. Still, for the first time in 23 years, Pepsi opted to NOT run a television commercial during the Super Bowl this year. With 30-second spots costing around $3 million, many would assume this was a money-saving measure – but it wasn’t. Pepsi actually increased their 2010 ad budget, but opted to shift to digital. Why? Better engagement with consumers, the benefit of a two-way dialog, and also the opportunity to more closely measure the campaign and get a real idea of the effectiveness of their investment.
Today’s captivity is engagement, and music combined with digital advertising has the potential to provide Super Bowl commercial-type engagement – ads consumers seek out. Digital advertising has the ability to do so much more than can a filmed TV spot. Engagement. Dialogue. Measurement. INTERACTIVITY. Online ads can be so much MORE engaging and entertaining than even the most viral of TV commercials. And interactive music is a perfect solution to leverage that power. Viewers become “players” – they take an active role in playing with the application, and that interaction automatically makes them more engaged.
As part of MXP4’s Everywhere strategy, we’re developing branded interactive music applications that are fun and engaging content. And we’re delivering those applications across media portals, mobile applications, music distribution platforms and third-party music formats, giving an immersive experience that is more likely to result in action. Consumers no longer see an ad to click on, they see and hear music to play with…and it just happens to be in a branded environment.
Cross Platform Distribution Strategy to Ensure Interactive Music Technology is Readily Available in all Third-party Services, Applications and Music Formats
Paris, France, April 22, 2010 - MXP4, the leading developer of interactive music solutions, announced today a $4 million round of financing led by Orkos Capital and including previous investors Sofinnova Partners and Ventech. The financing [...]
Cross Platform Distribution Strategy to Ensure Interactive Music Technology is Readily Available in all Third-party Services, Applications and Music Formats
Paris, France, April 22, 2010 - MXP4, the leading developer of interactive music solutions, announced today a $4 million round of financing led by Orkos Capital and including previous investors Sofinnova Partners and Ventech. The financing reflects the appeal of MXP4’s interactive music solutions to brands, advertisers, media portals, mobile applications, music distribution platforms and third-party music formats. The funds will be used to accelerate the rollout of the MXP4 Everywhere roadmap, which ensures the interactive music technology is readily available in third party services, apps and music formats.
In the past year, more than 100 major recording artists including David Guetta, Michael Jackson and Britney Spears and major brands including Air France Music and Coca Cola have used MXP4 powered Web and iPhone interactive music apps to drive engagement, viral distribution and purchases. MXP4 data shows that fans use interactive music for an average of 9.1 minutes per track, drive 75% of traffic virally and click through to purchase as much as 3% of the time.
MXP4 is led by a team of music industry and digital media senior figures. MXP4 CEO Albin Serviant served as EVP & GM at Vivendi Mobile Entertainment and held senior positions at Musiwave (acquired by Microsoft), iBazar (acquired by eBay), Pepsi Co.and Sony. Board members include Gilles Babinet, who previously founded Musiwave (acquired by Microsoft) and now serves as chairman of the board, and JF Cecillon, formerly CEO of EMI Music International and currently Vice Chairman of Really Useful Group Holdings in London.
“By reinventing the way music is played with today and in the future, MXP4 is proving that interactive music is a real revenue opportunity for the music, media and marketing industries,” stated CEO Albin Serviant. “MXP4 brings to the music the experience the same benefits as 3D does for the movie industry.”
Gilles Babinet, Chairman of the board comments, “interactive music will leverage the whole music experience to create more value for both the consumer and the music industry.”
Dominique Rencurel, Partner at Orkos Capital adds, "We strongly back up this ambitious project, lead by some of the most talented figures in the music and digital industry in the world capable of driving a paradigm shift in the music experience."
"Being alongside the company since its early days, we are happy to see MXP4 confirming its strong and unique position in the interactive music sector," comments Claire Houry, General Partner at Ventech.
Jean Claude Martinez, Venture Partner at Sofinnova Partners, concludes, "Fully behind MXP4 since the beginning, we have decided to confirm our commitment to MXP4, which demonstrates everyday a strong acknowledgement and buying of its innovative interactive music solutions."
MXP4’s solutions reinvent the single and album experiences by allowing fans to interact with songs and "play with" the music. With MXP4-powered music files, fans can make their own remixes of the songs, sing along to the tracks, strip down the song to listen to different instruments or listen to a brand new generation of digital Maxi Singles.
About MXP4
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, EMI Music and DivX. The company is backed by Sofinnova Partners and Ventech.
Orkos Capital SAS (“Orkos”) is an independent private equity firm specializing in European communications technologies and services. The Orkos partners have invested 325M€ in 40 companies headquartered in 9 countries operating in more than 30 markets and have backed well known leaders like SES, Allocine.com, ONO, Musiwave, Cogent, Liligo.com.
Ventech is a venture capital firm that, for more than a decade, has invested in recently formed companies or start-ups. These investments have focused more particularly on the Information Technology sector (software, hardware and communication, Internet, Media & Mobile) and Life Sciences, mainly in France and other European countries. With €365 million of assets under management, Ventech’s mission is to invest in ambitious projects to transform companies into leaders, enabling most of them to earn international recognition.
Ventech is also present in China through a partnership with China Merchant Hidden Jade (CMHJ), formed to help the European companies in its portfolio develop their business in Asia and to invest in the region via a dedicated fund.
Sofinnova Partners is an independent venture capital firm based in Paris, France. For over 35 years, the firm has backed nearly 500 companies at different stages of development – pure creations, spin-offs, as well as turnaround situations – and worked alongside Europe’s key entrepreneurs in the technology, life sciences and cleantech sectors. With €1.1 billion of funds under management, Sofinnova Partners’ experienced team and hands-on approach in building portfolio companies through to exit have created market leaders, from landmark historical investments including Genentech, Actelion and Vistaprint to more recent successes such as CoreValve, Novexel, Fovea and Sensitive Object. With a global mindset, the firm has a sister organization in San Francisco, California.
Please visit www.sofinnova.com for more information on Sofinnova’s team and portfolio.
MXP4 partners with Redshift to create innovative features for Guetta app including interactive tour tracker and remixable music
App available at http://itunes.apple.com/us/app/david-guetta/id328172177?mt=8
David Guetta, the global hit-making French DJ and producer, today launched a unique iPhone app that gives users the chance to connect and share content with Guetta and other Guetta [...]
MXP4 partners with Redshift to create innovative features for Guetta app including interactive tour tracker and remixable music
David Guetta, the global hit-making French DJ and producer, today launched a unique iPhone app that gives users the chance to connect and share content with Guetta and other Guetta fans across the world in real-time. Created in partnership with MXP4 and Redshift, the app marks the first time music fans have been able to interact so closely with a major artist on their iPhones and iPod Touches.
The David Guetta iPhone app brings location-aware technology, Twitter feeds, MXP4-powered remixable music and more to the mobile music experience.
Key features include:
·MXP4 MIX IT and REMIX IT solutions: Transforms the iPhone and iPod Touch into a miniature mixing desk, allowing fans to remix and play with the smash hit ‘Sexy Chick’.
·TOUR TRACKER: An interactive world map that allows fans to see in real-time where David is mixing and DJing. Tour Tracker enables fans to connect to each by sharing their own location, pictures and comments on David Guetta’s DJ sets from all across the globe.
·REAL TIME UPDATES: The app delivers an ongoing feed of updates, photos, videos and tweets directly from David Guetta, giving comprehensive access to his world on the go.
Tailored specifically for EMI and David Guetta, the first release is available for download from the iTunes store today. The app will soon also be available for Google Android, Symbian and Windows phones.
The partnership with RedShift is vital to MXP4’s mobile strategy, according to Albin Serviant, MXP4 CEO: “This partnership is a key element of our strategy to extend the MXP4 interactive music solution beyond the web and onto the mobile platform, allowing consumers to play with music from any location. Together we have developed a clear roadmap, starting with the iPhone, before moving onto the Google Android and beyond. The clear strategic fit and the blend of expertise between us were vital in ensuring we are first to market with an interactive, dynamic mobile music solution.”
Serviantadded: “The launch of the iPhone app with EMI and David Guetta is an exciting first step forward, and a further demonstration that MXP4 has much to contribute to the music industry value chain. It marks a step change for mobile music.”
Alessandro Thellung, CEO and Founder at RedShift, said: “We’re extremely happy with this partnership with MXP4, a company that shares with us the same values of excellence and innovation. Our joint expertise will generate great mobile experiences for end users, and allow us to consolidate our leadership position on the D2C market of mobile applications.
French DJ and producer David Guetta dominated the world’s music charts this summer, scoring two UK Number 1 singles, as well as co-writing and producing the Black Eyed Peas’ global Number 1, ‘I Gotta Feeling’, the band’s most successful single to date.
For an exclusive preview of the app from David Guetta, visit:
MXP4 develops interactive music solutions that are changing the music experience for consumers by allowing them to play with the music. MXP4 delivers an interactive digital music experience which enables the music industry to explore new revenue opportunities and engage more closely with consumers.
Based in Paris, the company was founded in 2006 by Gilles Babinet, Sylvain Huet and Philippe Ulrich. Albin Serviant (former GM at Vivendi Mobile Entertainment and MUSIWAVE CMO) is CEO, whilst industry leading board members include JF Cecillon (former CEO of EMI Music) and Jordan Greenhall (former CEO and Chairman of DivX). The company is backed by A-list investors Sofinnova Partners and Ventech.
About Redshift RedShift conceives and develops new generation mobile marketing solutions : design and development of advanced mobile sites and applications, monetization of the audience through Mobile AdServer, traffic analysis and performance measurement, mobile services promotion via cross-media communication tools, media planning (search and display), and Mobile Ticketing services.
MXP4 Data Shows Interactive Music Drives Engagement, Viral Distribution and Music Purchases
Interactive music users playing with 2.6 tracks for 9.1 minutes per session; 75% of interactive music traffic on the Web is viral; recent tests show that 3% of traffic clicks through to buy.
Paris, France - December 9th, 2009 - MXP4, developer of interactive music solutions, today release data showing how [...]
MXP4 Data Shows Interactive Music Drives Engagement, Viral Distribution and Music Purchases
Interactive music users playing with 2.6 tracks for 9.1 minutes per session; 75% of interactive music traffic on the Web is viral; recent tests show that 3% of traffic clicks through to buy.
Paris, France - December 9th, 2009 - MXP4, developer of interactive music solutions, today release data showing how interactive music releases are driving fan engagement and music sales revenue. The data shows that interactive music features such as mash-ups, mixing and live updates result in highly engaged users that interact more with the artists’s communities, pay more attention to marketing messages, distribute the music related content virally and drive sales.
Based on traffic data over the last six months, MXP4 saw music fans use interactive music modules for an average of 9.1 minutes while playing with 2.6 tracks. With 75% of traffic to interactive music modules happening virally, the data also shows the viral power of interactive music. Consumers use MXP4 powered modules on the Web and iPhones to mix, mashup and create personalized versions of their favorite songs from popular artists.
Because fans are actually playing with music, this means they are not simply listening to, but looking at the modules. As a result, the higher engagement gives artists and brands more time to send information, such as concert dates and album information, to fans. In addition, the interactive format means fans are more ready to take actions then when they are in a listen only mode. Data from a recent campaign tracked by MXP4 shows that up to 3% of click through traffic results in sales.
“Our mission is to use interactive music drive the highest level possible of fan engagement while creating new business opportunities. The high level of engagement and viral distribution shows just how much consumers are embracing interactive music.” said Albin Serviant, CEO of MXP4.
MXP4 has had over 50 major artists adopt its technology to create interactive singles and albums including Britney Spears, Pink, Pet Shop Boys, Basement Jaxx, Ministry of Sound, Ghostface Killah, Calvin Harris, LaRoux, and Michael Jackson’s label.
The french DJ Crew “Birdy Nam Nam” and MXP4 are proud to launch the official interactive single.
Birdy Nam Nam have won several prizes throughout their career including DMC Technics 2002 World Team Championships.They use the turntable player as an actual musical intrument.
Now fans are able to remix the “Parachute Ending” title. Check it out here.
MXP4 powers new interactive music solutions for artists, fans, brands, labels and distribution platforms. MXP4 is a brand new multimedia format containing music, images and texts; allowing on the fly mixing of different versions of a song; updatable over time; allowing various interactive marketing applications with the end users. The format is either downloadable or streamable. It is available both on a personal computer and on mobile phones applications. With MXP4, people don't just play the music, they play with it! this is the dna of remix culture MXP4 wants to empower." Artists roaster : Michael Jackson, Vitalic, Cindy Gomez, Soldout, Bassnectar, Sliimy, Ghostface Killah, Pink, Calvin Harris, Wax Tailor, Ophelie Winter, Nouvelle vague, Pony Pony Run Run, Dragonette, Midival Punditz, La Fouine, Birdy Nam Nam, Naive New Beaters, Stereos, Paramore, Jully Black, Pet Shop Boys, Molecule, Friends Of Friends, La Roux, The Sounds, Satine, David Guetta, The Grouch and Eligh, Chuckie, Britney Spears, The Grouch, Justin Nozuka, Jack Penate, Pep s, Kleerup, Dave Stewart, Esser, Passion pit, Amanda Blank, Data, Iliona Blanc, Speech Debelle, The Bravery, Bat For Lashes, Black and White Years, Basement Jaxx, Mark Knight, Coke, Ma Public Therapy, Black Kent, Danger, Nakidim, Lia Bowen, Make the girl dance, VV Brown, Ben Harper, Les chanteuses, Sarah Riani, Styrofoam Ones, Amen Birdmen, Laszlo Jones, Agnes, Kelis, K'Naan, Audrey Katz, Stars, Digikid84, Big Boi, Knaan Music, Gotan Project…
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