Israeli startup InstruMagic came to our attention last year with an iPad app called Songful, which let fans strum along on their tablet to more than 200k songs using chords from the Ultimate Guitar website (Bulletin, 12-Nov-12). The company then won a prize at the Midemlab startup contest in January (Bulletin, 29-Jan-13) and expressed a desire to work with rightsholders on branded apps for artists. Now it appears to have gotten its wish, launching an iOS app for Canadian artist Empire Isis. Based on her single ‘Participate’, the app lets fans trigger loops and samples while tilting their device to tweak DJ effects. It’s a 69p download on the App Store, although InstruMagic may need to quickly add the missing ‘p’ from Empire in its title. The strange thing here, though, is that this same app was originally released a couple of years ago by a startup called MixBox (Bulletin, 14-Apr-11). Its website now redirects to InstruMagic’s.

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