As I have mentioned in a previous post, Björk is moving forward towards the ultimate release of Biophilia. The first app to be released was meant to start building hype. It was called “Solar System”, teaching users facts about our solar system. Recently, Björk released the first official single, “Crystalline”. A video of Björk driving in her car while listening to “Crystalline” on the stereo was posted a couple weeks back which created a lot of hype for the single’s release. The use of YouTube videos & webisodes is a great digital marketing tactic.
For those of you who are just now hearing about, Björk’s highly anticipated new album, Biophilia, it will be released through the iPad (after collaborations with Apple) and through standard album distribution too. So one could buy it through either formation (although, the iPad version will be quite fun for those with an open mind and idle hands). The iPad version makes the album interactive and even educational at certain point. The album will focus on themes of cell-life, outer space, the infinity of the universe, and many other mind-opening concepts.
Biophilia will be made up of ten apps, housed in one “mother” app. Each app correlates with a different track on the album. You will be able to interactive with the theme of the song and even make a new version of them. We may finally be looking at the birth of the future of music.
Right now it seems that the main form of marketing that will take place is a three-year educational tour where Björk will perform Biophilia [in other words a tour], along with various performances at the Manchester International Festival. Björk & co. have continued to post YouTube videos on the Björk Facebook page, continuing the generation of hype for Biophilia. Unfortunately, it seems that things move a little bit slow as this is all very new territory for Apple and Björk: interactive music. It seems that both parties are dedicated to making the application perfect. However, from what all sources are saying, Biophilia will be groundbreaking and hopefully will “reinvent the wheel” when it comes to music. Of course, now the wheel has Bluetooth and a Touch-Screen.
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