| URL | www.mxp4.com |
|---|---|
| Commercial? | Yes |
| Type of site | Interactive Music |
| Launched | 2007 |
| Current status | Active |
MXP4 is an interactive music solution that enables music fans to play with songs in a variety of interactive ways. At its most basic the MXP4 format enables labels and artists to package multimedia content - streaming music, videos, artist biographical information, concert listings, share buttons for sharing across social networks, and merchandise stores - into a single .mxp4 file, which can be accessed and enjoyed as a web-based application. Beyond this, MXP4 applications also offer numerous interactive features enabling users to play with, mix, remix and sing along with tracks. In January 2010 MXP4 launched an editor application enabling any artist or label to create MXP4 versions of their songs [1].
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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, Ventech and Orkos Capital [2].
Since 2006 MXP4 has worked with over 70 labels and artists including Motown, Britney Spears, Pink, Basement Jaxx, Bat For Lashes, Paramore, Pet Shop Boys and David Guetta to create interactive versions of their tracks [3].
In July 2009 MXP4 teamed up with Motown to release MXP4 versions of classic Jackson 5 songs that allowed fans to strip each track down to its stems – including Michael Jackson's original vocal take – and recombine them to create their own personal mix. At the time, Reuters commented that MXP4 "could breathe life into the MP3 format"[4], while the BBC reported that "letting fans remix, re-record and generally mess around with songs by established artists has given those songs a lucrative new lease of life.”[5]
In October 2009, MXP4 teamed up with David Guetta to launch the first MXP4-powered iPhone app, that allowed fans of the French DJ/producer to remix his track 'When Love Takes Over' on their iPhones.[6]
In January 2010 MXP4 launched a new feature called Max It, which creates remixes of tracks in real-time as you listen, and built a Max It editor that gives any artist the opportunity to create their own interactive music app.
In February 2010, MXP4 partnered with Air France to create an interactive Facebook music application with the band Phoenix, to promote the launch of the Air France Music onboard service.[7]
In March 2010, Brand Asset Group built an application for Coca-Cola's MyCoke web presence powered by MXP4, offering an interactive version of the song 'Are You Getting Enough Happiness' by Janelle Monae to the MyCoke community.[8]
In May 2010, MXP4 teamed up with music fan engagement platform FanShake that saw the debut of MXP4's Karaoke feature. The partnership gave FanShake users the chance to record their own versions of 'Lost In Berlin', by French Pop Idol winner Christophe Willem, via their webcams. The performance, captured in real time by the MXP4 Karaoke application, could then be shared with friends.[9]
MXP4 applications offer a number of ways users can play with music rather than simply streaming it from the web.
REMIX IT: enables users to seamlessly transition between remixes of songs via an MXP4 mixer.
SING IT: a karaoke application enabling users to sing along to backing tracks.
MIX IT: enables users to strip the song down to its individual parts, by using the MXP4 mixer to switch off each musical element one by one, and rebuild their own personalised versions.
MAX IT: enables users to create real-time remixes of songs that change each time they press play