Described as a first-of-its-kind, the campaign for Mark Ronson’s new album uses MXP4’s technology to enable Spotify users to play with tracks in a “game-like environment” directly within the ad. Although we’re not quite sure how it’s a first considering that the startup recently rolled out similar offerings on Last.fm and Facebook. That said, it is a first for Spotify I suppose.
Designed to be more “sticky” than traditional banner ads, the MXP4 “app” will be featured within the Spotify lightbox ad unit and on Spotify’s blog. It lets fans interact with three Ronson tracks, Bang Bang Bang, The Bike Song and Somebody To Love Me, whereby individual elements of each song can be turned on and off – remixed if you like – as each track plays. The app will also feature on Mark Ronson’s Facebook page.
As I’ve said before, it’s similar in concept to Apple’s new iAds in the sense that ads become fully blown apps. And obviously, a music oriented app is as good a fit for Spotify as it is for Last.fm.
MXP4, based in Paris, has raised $13m to date, including its most recent round of $4 million led by Paris-based Goojet funder Orkos Capital, and involving previous investor Sofinnova (which backs Streamezzo) and Ventech (in Eyeka).