Reed Midem has announced that it is opening the entry process for the 2012 Midemlab startups and apps competition. This time round, it’s being expanded beyond music to a wider brief: applicants whose ‘digital innovations’ help music and digital executives, artists and brands reach, engage and/or make money from audiences. There will be three categories: Music discovery, recommendation and creation; marketing and social engagement; and direct to consumer sales and monetising content. As ever, there will be a selection panel of experts to choose the final startups and apps, and a jury of venture capitalists and potential business partners at Midem itself to listen to the pitches. “Midemlab is more than ever the international pitch platform giving start-ups and app developers the best opportunities to meet with business partners and investors,” says Midem director Bruno Crolot, highlighting previous participation from the likes of SoundCloud, The Echo Nest, Songkick, Band Metrics, Next Big Sound and Kickstarter.