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EMI Music launches interactive album experience with new App for iPad

Swedish House Mafia ‘Until One – iPad Edition’ App now available on the App Store

LONDON 24 MARCH 2011 – EMI Music has launched a new content-rich and interactive digital experience that brings to life a book and music album through a multi-media iPad App. The first release of its kind is Swedish House Mafia’s ‘Until One – iPad edition’, designed and built in-house by EMI Music’s creative team and now available on Apple’s iPad App Store in the UK and the US.

In the App fans can flick, swipe, slide and tap their way though a rich audio-visual narrative account of life in Swedish House Mafia. In addition to the full nine track US version of the ‘Until One’ album the App includes:

  • multiple video segments from the band’s ‘Take One’ documentary film including stunning live footage from the DJ booth and behind the scenes access to life in Swedish House Mafia
  • a beautiful interactive black and white photo gallery of over 150 photos
  • first-person written accounts from the band on their journey so far and the people and places that have helped shape it
  • links to live Twitter and Facebook pages to keep fans up to date on the very latest Swedish House Mafia news.

All together this delivers one of the richest interactive experiences produced by any artist for the iPad. It is currently on sale for £5.99/$9.99 from the App Store on iPad or at www.itunes.com/appstore.

Based on the limited edition coffee table book of the same name, the narrative tells the story of the remarkable journey of Swedish House Mafia – aka Axwell, Steve Angello and Sebastian Ingrosso – over the course of two years. Already stars in their own right in the dance world, as they play 285 gigs across 15 countries Swedish House Mafia grows and develops into a hugely successful proposition in its own right,  culminating in their first hit single, ‘One (Your Name)’ under a ground-breaking joint venture deal with EMI Music.

Cosmo Lush, EMI Music’s Vice President Digital Business Development said: “The Swedish House Mafia App is an example of EMI’s investment in innovative ways to connect passionate fans with the music they love. We believe the arrival of the iPad and other tablet devices creates a host of new ways for consumers to enjoy our artists’ content, be it audio, video or any other medium. We’re excited for the launch of this App and the new experience it offers to Swedish House Mafia fans.”

Combined sales of ‘One (Your Name)’ and the follow up single ‘Miami 2 Ibiza’ are now over 500,000 while the album ‘Until One’ has been certified gold for sales in the UK. They performed with Usher at the American Music Awards at the end of last year and their online profile has exploded to pass over a million fans on Facebook. This mass breakthrough is reflected in the sell-out success of their infamous Masquerade Motel events which hits Ibiza, Miami and Las Vegas this year.


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