Published: January 27, 2010

MXP4 launches Max It, Dynamic Real-Time Remixes, to Extend Interactive Music Experience and Drive Increased Fan Engagement

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PARIS - (BUSINESS WIRE) - MXP4, developer of interactive music solutions, today announced the launch of Max It, a new feature that creates dynamic remixes of tracks in real-time. MXP4 has teamed up with 20 major artists including Passion Pit, Basement Jaxx, Dragonette, Chuckie, Data, Mark Knight, The Grouch, Danger and many more (http://www.mxp4.com/applications) for this latest addition to the MXP4 suite of solutions, officially announced at MIDEM in Cannes, France. Debuting alongside Max It is the Max It Editor (http://MXP4.com/editor/overview), which for the first time enables any artist - from established stars to bedroom producers - to create their own interactive music releases.

With Max It, MXP4 has extended the possibilities of its interactive music format. Max It takes different elements of an individual song and re-combines them in hundreds of different ways in real time, giving a different music experience every time. Using the Max It Editor, any artist can easily adopt Max It functionality to create interactive versions of their own songs and add a whole new layer of fan engagement to their music.

Albin Serviant, CEO MXP4, said: "Max It is another step forward for MXP4 toward creating the ultimate enhanced music experience. Recent interest around new album formats such as the iTunes LP and CMX and our own metrics show that consumers want that immersive experience that interactive songs and album can deliver. Any artist can now make their songs interactive using our Editor, enabling their fans to hear their music in completely new and engaging ways. This will open up huge opportunities for artists everywhere to take advantage of new devices where being able to play with the music, not just play it, is crucial."

The interactivity of MXP4 applications has led to increased engagement from music fans, who play with MXP4 singles for an average of over 9.1 minutes per track. This has led to significant conversion of listeners to music purchasers, with up to 3% of click-through traffic resulting in sales. MXP4 interactive singles and album apps are available on the Web and iPhone. Availability is planned for the Apple iPad based on its support for Flash based applications.

With the new addition of Max It, MXP4 aims to increase this engagement even further.

Check out the latest Max It singles:

Basement Jaxx: http://www.mxp4.com/play-with-it/basementjaxx

Dragonette: http://www.mxp4.com/play-with-it/dragonette

Data: http://www.mxp4.com/play-with-it/data

Pony Pony Run Run: http://www.mxp4.com/play-with-it/ponyponyrunrun

Chuckie: http://www.mxp4.com/play-with-it/chuckie

Mark Knight: http://www.mxp4.com/play-with-it/markknight

Passion Pit: http://www.mxp4.com/play-with-it/passionpit

The Grouch: http://www.mxp4.com/play-with-it/thegrouch

Danger: http://www.mxp4.com/play-with-it/danger

Black Kent: http://www.mxp4.com/play-with-it/blackkent

About MXP4:

MXP4 develops interactive music solutions that are changing the music experience for consumers by allowing them to play with the music. MXP4 delivers an interactive digital music experience which enables the music industry to explore new revenue opportunities and engage more closely with consumers.

The company was founded by Gilles Babinet, Sylvain Huet and Philippe Ulrich. Albin Serviant (former GM at Vivendi Mobile Entertainment and MUSIWAVE CMO) is CEO, and board members include JF Cecillon (former CEO of EMI Music) and Jordan Greenhall (former CEO and Chairman of DivX). The company is backed by Sofinnova Partners and Ventech.

http://www.mxp4.com

http://www.twitter.com/TheRemixCulture

http://blog.mxp4.com/

for MXP4
Ephraim Cohen (US), +1 646-807-8721
cohen@fortexgroup.com