Live-market evaluation of interactive music apps

Interactive Music Apps have been shown to enable unique and intimate listener experiences , which are not possible through physical, download or streaming music-formats. For example, in 2014-15, the AHRC-funded ‘Transforming Digital Music' project presented a unique music format for iOS – known as ‘variPlay’. This format allows the user to explore the building blocks of an artist’s recorded music and interact with alternate versions of each song on the release. This paper discusses a further AHRC-funded extension of the variPlay project, with a particular focus on the business case for interactive apps in the popular music marketplace. In collaboration with Warner Music Group, the variPlay platform is explored in real-time by releasing customised apps for three major music-artists throughout 2018. To evaluate the business case, the commercialisation targets three different audience demographics to explore the appetite for interactive apps in potential consumer markets. Additionally, a number of monetisation approaches are tested in the field, including direct purchase, in-app purchase and free download (loss-leader) models. Warner Music Group is marketing each app via its normal mechanisms for commercial music release on a global scale. The impactful journey from proof-of-concept research through to commercial release is documented, reflected upon and evaluated, incorporating a musicological perspective of the interactive-music landscape, identifying technological and artistic approaches, and analysis of commercialisation and IP milestones. The paper therefore acts as a roadmap and multi-faceted case study for music innovators wishing to pursue their own market-focused research projects