I always thought Webdoc was extremely poorly named. While the platform had been used by record labels for fan engagement and marketing, the name really did not work. Pretty much any fool could see this and it’s amazing how long the team there took to realize this. Webdoc screams: ‘Microsoft Word on the Web’. Or something. Anyway, I digress.
It’s no surprise then that the startup has relaunched with the more digestible name Urturn and some improved product features. So far it’s still free, as clearly they are trying to build scale and monetize. This of this as a meme-generator for artists and bands which those lovely record labels can control.
The result can be shared and embedded in websites, along with a ‘Your Turn’ button that prompts people to create their own collages and remixes of music artwork and multimedia around an artist.
Bands like One Direction have used it with some success, and record labels Interscope Records, Polydor, Columbia and RCA have been signed up to apply it to artists such as One Republic, Mindless Behavior, 50 Cent, Ellie Goulding, The Saturdays, Alicia Keys, and Pink.