This article focuses on the British rap singer, Tinie Tempah, launching his own new Iphone music app for fans. The app is called Rap Demonstration which is a a lip-sync sing along with the his track on his new album and solely focuses on his lips. The app identifies the song from the album and synchronises it with the exact point in the track, and therefore plays the video of Tinie Tempah's lips rapping to the song.
Notably, the British agency 'We Make Awesome Sh' development the mobile app with Tinie Tempah and his music label Parlophone. This agency has worked with a variety of brands and music industry clients such as Calvin Harris, which conveys that the company is extremely successful. Significantly, Co-founder Syd Lawrence states in The Guardian: "Tinie Tempah project shows how official artist apps can be much more creative than simply pushing news, download links, videos and social networking updates to fans, as many do". Furthermore, the music industry perceives apps as an important part of the marketing campaign around the new albums, as it would attract more of the audience. For example, One Direction recently launched an app to keep their fans connected to them and Lady Gaga released a companion app for her album ARTPOP album.
Overall, the development of this new app would be successful amongst the audience, especially to the young demographic as they are mostly going to engage with new digital technology. Also, this is a successful promotion technique to attract a large mass of audience into downloading or buying the album, if they enjoy his songs.
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