Norwegian-based Bach Technology Ltd. has launched a new digital music format that industry observers are calling the most significant development since the MP3.
MusicDNA is a media extension that embeds additional content into a musical file so that users can enjoy lyrics, news updates and music videos when downloaded.
Introduced at the MIDEM music industry meeting in Cannes, the new format is being touted as a way of enticing music fans to buy their music from legitimate sites because of the additional incentives, which can include a range of artist information as well as tour updates and Twitter feeds.
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"Standard audio is not enough to convince consumers to pay for content anymore. You have to bring them a better total music experience," said Bach chief executive officer Stefan Kohlmeyer.
To this end, Bach has partnered with leading German research organization, Fraunhofer Institute, who is credited with creating the original MP3 format.
MusicDNA files can hold up to 32MB of content while integrating a number of features, including multi-media, music analysis and textual media.
Music labels, bands or retailers can send updates to the music file every time they have something new to announce such as tour dates or updates to social network pages.
Kohlmeyer said MusicDNA allows for better music navigation as it has the ability to create smart playlists, based on a user's mood or genre preference, through its audio analysis feature.
Bach Technology has already signed a number of partners throughout the music industry and is in talks with the big record labels.
Kohlmeyer says MusicDNA will be launched in spring 2010 with two service providers, two retailers and a number of record labels already on board.
He hopes to have a full commercial release by the summer with retailers and record labels from around the world.
-CBC
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