MXP4 attempts to push out it's play with music features

[France] Music site Mxp4 is pushing out a new feature called “Max it”, which creates dynamic remixes of tracks in real-time.

Founded in 2007 in Paris, France, MXP4 has done two rounds of funding with Sofinnova Partners and Ventech, reaching €7 million in backing. MXP4 develops interactive music solutions that are changing the music experience for consumers by allowing them to play with the music. The ambition of the company is to completely change the way the music is consumed, creating this new format “mxp’4”.

MXP4 has developed a range of 4 tools to play with the music :

• Mix it: instruments can be turned on/off to create your own mix
• Sing it: you can mute the voice and sing the song on your own.
• Remix it: you can make a mix of all the remixes available for the song
• Max it: the song is extended in a way it never repeats itself.

If you want to test all these features, here is an example with Walking on a line by Pony Pony Run Run.

With the launch of their new “Max it” feature, MXP4 also announced the launch of the “Max it Editor” which allows artist to create their own interactive music releases (this software is free).

But where is the business model?

First of all, some numbers: average usage time is 10min per session, after 2 weeks, 75% of visitors come from virality and up to 3% of click-through traffic results in sales.

I talked to Albin Serviant, CEO of MXP4 who says ns there are plenty of possibilities for generating revenues for MXP4 (and not only possibilities, but some realities), that can be divided in 5 targets:

• Brands: increase the interactivity with the brand (when they have a sound identity or not) whether it’s for an exhibition, a shop etc.
• Agencies: they can use MXP4 for their campaigns, and create new experiences between a target and a brand.
• Majors or big independent labels: MXP4 features have helped to reinvigorate low catalog tracks, for example for Mickael Jackson (Play with it here)
• Ad networks: MXP4 has helped to keep visitors on a website, especially for media portals, and these can so generate more clicks, more revenues.
• Mainstream: with a licensing model, MXP4 can generate money from the selling of “premium” songs (in iTunes for example, with LP or CMX formats) or even sell its technology to create dedicated services or apps. For example, they have brought the technology of David Guetta iPhone app

MXP4 got good, positive feedback from the industry at Midem but why will it succeed? We’ll have to see.