Here’s an interesting app partnership between an artist and a brand: the artist being Australian duo What So Not, and the brand being Campari’s American Honey alcohol line. The app is called PlayPacks, released by Campari Australia as a free download for iPhone. “PlayPacks lets you mix sounds from a track exclusively created by What So Not for this project,” explains its App Store listing. “Download the free app and you’ll get sounds from the track loaded and ready to go. All you need to do is start mixing… Once you’re happy with a mix, you can share it online for the world – and What So Not – to listen. They’ll select their favourites to be featured on the PlayPacks website.” The app will make new samples available each week for fans to mix, while encouraging them to scan packs of American Honey to unlock more. Meanwhile, What So Not will be creating a new track based on the same sounds, which will be released “in a few weeks” for fans to compare to their own creations.
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