If we venture away from the rhythm (taptap) and syntetiser (Orcina) games genres on the Iphone we hit a black hole! There’s nothing new, no real experiment.

I will show you three examples of application released by the music industry that in my view failed to capture the new possibilities of the Iphone.

The biggest buzz (again outside of TapTap) came from an application released by the music group Snow Patrol.  A pretty interesting effort to freely offer to the fans an interactive booklet.  The problem? it’s not innovative… to me it looks like we took the group flash website and translated it into an Iphone app, nothing more.  Yes it’s interesting, it’s a goodies for the fans… but it’s not a marketing vector and it won’t bring food on the table.  Of course the thing could be push to a level where fans would be ready to shell some cash for it… with a lot of features, behind the scenes videos, music videos, interview, etc…  but that’s nothing more than selling the group DVD content in an Iphone app.

Sony BMG took a different approach with Pink newest album.  It used the app platform as a marketing vector to push sales of the album by offering 30 seconds (ya really… so kind) demo of each songs, news and photos.  Well again, they took Pink website content and put it inside an app…  where is the meat for the customer.  Doesn’t the Iphone come with a browser and an internet connexion?

The last attempt I present you is the most ridiculous  one… the classic… a Tetris clone!  Yes your heard it!

CEO - I wonder how we could sale more albums?
PR Guy - I heard games were pretty big on the Iphone
CEO- Hmmm… we could make a Pac Man game branded with our music!
PR Guy - Hmmm… better … What about a Tetris game with falling instruments!
CEO - Brilliant! We will be rich!

This sadly comes from an alternative label featuring really innovative artist!  The Beggars Group.

What we need is definitely not more of the same.  We need artistic and original Music Interactive Clip where the spirit and substance of the artist is translated to the listeners.  Apps that generate goosebump, laugh and tears!