s-club-7

Things we didn’t think we’d be writing about in 2015, part 246: an official S Club 7 tour app. Yet that’s exactly what the returning British pop band have launched.

S Club 7 bringItAllBack 2015 Tour App is a £1.49 download for iPhone – if you’re wondering about the unwieldy title, it’s because the tour’s official hashtag is #bringItAllBack.

“See EXCLUSIVE photos & videos posted by the band that you won’t see anywhere else,” promises its App Store listing, which also refers to competitions, the chance to “sing along with lyrics to songs they are performing” during the gigs, an LED banner feature to show messages to the band on-stage, and the chance to “decide on certain things that happen during the gigs interactively”.

Entertainingly, the listing ends with “All content WILL be provided by the band members”. That could be seen as a promise to fans, of course, but given the way some official apps have seen very little engagement by the musicians they’re made for, you can imagine it also being a warning for the S Club crew.

Anyway, it’s an interesting spin on the idea of official artist apps: one that offers the promise of real interaction at gigs, rather than just the usual mix of social fees and exhortations to buy stuff.

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