British electronic band Metronomy is encouraging its fans to use an astrology app to unlock its latest single 'I'm Aquarius'.
Sign in or buy a plan to view this innovation
With digital downloads becoming music fans’ format of choice, it’s no wonder we’ve seen ideas such as DIY cardboard turntables and albums embedded in chopping boards attempt to revitalize physical sales. However, others are striving to prove that mp3 releases can be just as imaginative — like British electronic band Metronomy, which is encouraging its fans to use an astrology app to unlock its latest single I’m Aquarius.
Having not produced any new music as a group since 2011’s The English Riviera, the new song was given a special release to mark the return of the band. Starting at 7pm GMT on 11 November, fans have been able to access the track by downloading iCandi Apps’ Night Sky 2, an app that helps users track the position of stars in the sky. By pointing their smartphone in the direction of the Aquarius constellation, users can hear a stream of the single, which acts as a soundtrack to their stargazing. The iOS and Android app costs GBP 0.99 and the song will be available through this unusual method until 18 November.
The song has also been released via more typical means and will also appear on the band’s upcoming album. How else can digital downloads be made more engaging through marketing such as this?
Spotted by Murray Orange, written by Springwise