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Don't Just Play My Music. Play WITH My Music...

Monday, December 20, 2010
by  alexandra

(#musicindustry, #facebook, #music) Unlike other media types, music works great in the background, and often enhances other activities.  You can't go for a jog and simultaneously watch a movie, read a book, or play a game.  And no one is getting pulled over for listening-while-driving.  All of that has always played in music's favor.   

But it's a double-edged sword.  Perhaps the background-friendly nature of music creates an engagement challenge, simply because great music can easily recede into the background.  That makes gaming, music videos, mash-ups, and other technologies alluring solutions to increase the focus and attention of the consumer.  And, hopefully tighten the bond and increase the monetization potential.

Enter Facebook, a fertile and growing testbed for all sorts of music ideas.  The latest is coming from MXP4, which is creating app games that encourage users to play with the music, not just play the music.  A recent Facebook beta app involving David Guetta, EMI, and the track "Who's that Chick (feat. Rihanna)" received some interesting early numbers, albeit from a front-running crowd.  The 'Play With It!' game encourages all sorts of remixing and modifications, and features a number of different prizes - including a meet-and-greet with Guetta himself.

That has gotten good initial reviews from fans, and the teams pointed to the following initial stats:

 

Now, the question is whether that can ramp outside early adopters (and MXP4 execs), though certainly the starting point is solid.  Check it out here, or take a glance below.   

 

    

 



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