As you’ll know if you read our recent profile of music-apps firm Smule, it’s working with a number of artists on virtual video duets with fans – including Jessie J, who saw several of hers go viral on YouTube and Facebook earlier this summer. Now Jason Derulo is following in her footsteps with his song ‘Want To Want Me’, which has been released on Smule for fans to join in and share their own versions.
So far, his half of the duet has been played more than 103k times, with nearly 17k Smule users marking it as “loved”. Derulo is certainly willing to give interesting apps promotion a go: earlier this year, he launched the same song on dating app Tinder, persuading more than 1.1m people to “swipe right” to watch its music video in three days (Bulletin, 7-Apr-15). He’s a good catch for Smule, which is growing in prominence: the company has 25 million monthly active users across its music-creation apps, who are playing, singing and rapping on around 10m songs every day.