British agency We Make Awesome Sh. is the company responsible for Rap Demonstration, an innovative iPhone app released yesterday for Tinie Tempah. WMAS worked with label Parlophone and Tinie himself on the app, which detects when songs from his new album (plus some existing hits) are playing in the real world, then synchronises close-up video footage of Tinie’s mouth rapping along. The idea: fans hold their iPhone up to their own mouths, screen facing outwards, to show off to friends. The app encourages fans to buy the album from Apple’s iTunes Store, and there’s a tie-in website where they can film animated GIFs of themselves using the app, to share on social networks. It’s a very clever – the track identification tech was coded in-house, since it needed to be able to identify the exact point a track was at – with a real sense of fun. WMAS’ previous artist app, for Calvin Harris, had a conversion rate of 26% in terms of the number of downloaders who went on to buy the album, so we’re looking forward to seeing whether Rap Demonstration has a similar effect.

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