This iOS app was a new approach to artist album-focused mobile apps. It was designed to drive engagement directly with the music of the album, whereby users can rap along to tracks from Demonstration. It is essentially fun and playful, positioning itself for a wide userbase rather than just hardcore fans. It is also technically original and impressive – and this provided some cut-through to differentiate it from the typical artist app crowd.
With the use of custom ‘Shazam esque’ listening technology in the app, it broke new ground for artist apps. It also stimulated social virality by its use in groups. That is, if there’s a Tinie song playing in the room then activate this free app, hold it to your mouth and rap along. A simple but strong proposition. This ultimately encourages word-of-mouth of downloads, dwell time and repeat use of the app, as well as upsell of purchases of iTunes tracks.
Using this bespoke ‘Shazam-style’ listening technology, written from the ground up natively in iOS and not using an existing library, the app intelligently recognises the moment in the song being listened to. It then cues the video to the exact point.
The process of this app was important and key to its success – the artist was directly involved in this app, working with the label and development agency. This is more an exception than a rule in music industry app development, but it definitely brings the best results and we certainly believe that the best digital marketing campaigns are those where the artist takes a direct and focused role. Therefore, the unique selling point of the app, as well as the custom version of ‘Shazam-esque’ fingerprinting tech written natively for iOS, was the origination of the content. In that, the artist recited all lyrics to camera, and recorded an intro – overseen by Parlophone and the agency.
Once launched, Tinie tweeted his love for the experience and got personally involved in the promotion, adding to the app’s strength in authenticity (rather than just ‘another label app’ made from a distance to the artist).
l the app was awarded Mobile App Of The Day in the FWA awards.
l 25k of Tinie’s UK fanbase downloaded and rapped along with the app, also virally sharing on their own networks.
l 4.5 star rating on the iTunes App Store, peaking at #5 in the UK App Store chart (#1 in Music).
l picked up – organically – by Radio 1 Breakfast DJ Nick Grimshaw, who went on to describe it as “possibly the best app ever”.
l The Guardian described the app as “genuinely fun and interesting”.
The Next Web thought it was a perfect app for all Tinie Tempah fans. Various other media outlets picked up on the story, including Digital Spy, The Independent and MSN.
KEY LEARNINGS
The aim of the app was to innovate, engage and upsell. In the final analysis, all of this was achieved, with the app driving 30k+ clicks to retail for Demonstration, plus also driving purchase of choice tracks from Tinie’s previous album, Disc-Overy.
Project Budget
Demographics
