News

Interactive platform for fan community will provide new commercial and marketing opportunities

Atlantic UK becomes first major music label to use RjDj technology

Little Boots, the electro-pop star, Atlantic Records UK, and music technology company RjDj have launched a mobile application that offers fans unique, dynamic and rich interaction with Little Boots’ music and visuals. Created with the direct involvement of Little Boots, who is well-known for using the internet to connect with her audience and new technology in her performances, the application is downloadable now for £1.99 from www.littlebootsmusic.co.uk/iphone or by searching 'Little Boots' on the iTunes store.

The RjDj-powered iPhone app’s programmes - or ‘scenes’ - immerse users into three Little Boots tracks, enabling fans to create their own versions of the songs in new, exciting ways, as well as share them with the fan community through social networks and on RjDj’s website. The app also offers the ability to hear and purchase tracks from Little Boots’ top 5, gold-selling debut album, ‘Hands’ (sixsevenine/Atlantic).

• Scene one, 'Meddle', creates a dynamic, ever-changing version of the song based on the fan’s actions and environment. The track responds and evolves according to whether the fan is in loud or quiet places, in motion, or tapping their iPhone quickly or slowly. There are lots of elements to discover and it's never the same experience twice.
• Scene two, 'New In Town', reconstructs the feel of Little Boots' own Tenori-on instrument. Fans can remix the first single from the album by touching buttons to arrange all aspects of the track including beats, sounds and vocals.
• Scene three, ‘Remedy’, again reacts to the movements of the iPhone, but this time the track builds energy depending on how hard the phone is shaken and twisted. Keep it still and the music fades into spacey ambience; keep shaking it and more and more energetic sounds and effects build up until the track’s pumping hard.
If fans want to keep their own versions they can press record and then upload the track to the RjDj website (www.rjdj.me) or social networking pages and invite feedback.

A host of additional content includes previews of the album 'Hands' and an exclusive introductory video with Little Boots (check out: www.littlebootsmusic.co.uk/iphone) as well as buy links, news direct from the Little Boots website which has been optimised for the iPhone, all her videos and connectivity to all social networking sites including YouTube, Twitter, Facebook and MySpace. New scenes are planned, which will be offered first to people who have downloaded the launch version, and delivered directly into the existing application.

Atlantic Records UK and RjDj are also running an extensive, targeted marketing campaign designed to give this first-class application prominence in the marketplace. This includes mobile advertising to iPhone users, Spotify advertising, fan-base marketing to Little Boots online communities (including blog mentions from the artist herself), a remix competition for those using the app and coverage on the iTunes music and applications UK stores. RjDj community will also promote the app to their existing users.

Max Lousada, Chairman, Atlantic Records UK, said: “Little Boots is brilliant at using digital platforms to communicate with her growing audience, so it’s no surprise she’s embraced the artistic possibilities of this extraordinary tool. By continuing to refresh the application’s content we’re fostering her following’s on-going engagement with the album as well as offering an evolving product through which new fans can discover this remarkable talent. This is a great example of our commitment to using technology to generate fan experiences that provide a powerful mix of creative, commercial and marketing opportunities.”

Jack Melhuish, Director of Digital, Atlantic Records UK, said: “This is a best-in-class iPhone application, vital, fun and genuinely unique, with the fan-artist relationship at its centre. The ever-changing content provides users with a continual reason to return and the social networking elements give the application a life beyond the iPhone and across the internet. We’re pleased to be the first major label to be harnessing RjDj’s technology and we’re already collaborating on some stunning new scenes with them. Not only have we created a genuinely innovative app, we’ve thought creatively about how to best position it in front of a receptive audience and engage Little Boots’ fans.”

Michael Breidenbruecker, Reality Jockey founder, said: "The ‘Meddle’ and ‘Remedy’ scenes in particular offer unique reactive remixes of Little Boots’ music. They utilize the newly found musical possibilities of next generation personal music players. Reactive music pushes the boundaries of modern music consumption and production into a whole new space where the sound studio merges with the end user’s music playback device. There is a new musical world to be discovered and Little Boots is one of the first artists to enter that space. We are keen to hear how fans and other artists pick up this new format."

About Warner Music Group
Warner Music Group became the only stand-alone music company to be publicly traded in the United States in May 2005. With its broad roster of new stars and legendary artists, Warner Music Group is home to a collection of the best-known record labels in the music industry including Asylum, Atlantic, Bad Boy, Cordless, East West, Elektra, Nonesuch, Reprise, Rhino, Roadrunner, Rykodisc, Sire, Warner Bros. and Word. Warner Music International, a leading company in national and international repertoire, operates through numerous international affiliates and licensees in more than 50 countries. Warner Music Group also includes Warner/Chappell Music, one of the world's leading music publishers, with a catalog of more than one million copyrights worldwide.

About RjDj
RjDj, a revolutionary music application for the iPhone and iPod Touch, was founded by Michael Breidenbruecker, one of the original team behind Last.fm. The RjDj application plays 'reactive music', a unique music format which is affected by the external environment in real time as you listen to it. Reactive music tracks are called 'scenes', and any music producer or artist can create these scenes using a bespoke RjDj creation engine called Pure Data. Scenes are available to buy from the iTunes app store, and RjDj users can record their own unique reactive music versions of these scenes directly from the RjDj app. These recordings can then be uploaded to the RjDj website for other RjDj fans to listen to. For more information, please see: <<http://rjdj.me/>>.