Article published in SANDBOX - MUSIC MARKETING FOR THE DIGITAL ERA (Music Ally)
Issue 2 | 28 JAN 2010
Interactive music firm MXP4 has been around for a while, touting its technology that allows songs to be released as one file, that can incorporate multiple versionsof a song. However, it’s just announced its new initiative, Max It, which already has bands like Passion Pit and Basement Jaxx on board. The difference between Max It and MXP4’s existing technology is that it takes individual elements from songs and remixes them in real-time, with the aim being to make the song capable of sounding different every time it’s listened to. They take the form of embeddable widgets that can be played by fans.
There’s also a Max It Editor, which artists and labels can use to create the files themselves, rather than relying on MXP4 to do it for them. Existing MXP4 singles are played with by fans for an average of 9.1 minutes a track, with many clicking through to buy the songs themselves. Passion Pit’s Max It file is a good example, offering the dynamic remixes as well as a bio, photos, video clips, a signup page for the band’s mailing list, buy links and a sharing option to spread the word.
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