Universal releases ‘first-ever digital box set’ app with The Who
Universal Music Catalogue is hailing the release this week of ‘the world’s first-ever digital box set’ available on tablets and smartphones – a special 2013 edition of The Who’s 1969 album, Tommy.
UMC has collaborated with developers MODO to produce this brand new iPad digital box set application, to complement the recently-released deluxe and super Deluxe editions of Tommy.
Universal has said that it wanted to explore a way of creating a digital version that shows off the assets locked in the physical deluxe that many people would never see due to limited availability.
Users can download the app for free. If they already have Tommy in their iTunes music collection they can play the full tracks on tablet devices along with the visuals and extra features that accompany the super deluxe set. If not, they can play 90-second edited previews through iTunes and buy them directly.
The critically-acclaimed book written by Richard Barnes, Mike McInnerney’s original artwork and photos included in the box are available to flip through and view using the pinch and swipe navigation of the iPad. As with the music, the photos and the book are included in the in-app purchase mechanic.
The digital box set also includes: a built-in music player (functional whilst reading the book and exploring the photos). The video section includes five tracks streamed into the app taken from The Who’s Live At The Coliseum ’69 show; a specially-developed Pinball Game – created using the NYC Metropolitan Opera House gig of 1970 poster image that encourages users to play and post their scores as well as links to the official Who site, official store and social channels.
Geoff Smith, head of digital for Universal Music Group International said: “The Tommy digital box set transforms the beautiful physical box edition into a unique and fully-immersive experience allowing fans of all ages across the world to access and explore this seminal album in a fully interactive way.”
News of Android and Windows 8 versions of the app will be announced in due course.
Source: Music Week
