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The Brief
Published: 11 Jul 2012

Project Now: Soundtrack to Life

Extra

Project Now is the newest multi-dimensional music app for the iPhone that ambitiously attempts to choose the perfect soundtrack to compliment everyday life.

Developed by London-based audio app producer Reality Jockey, Project Now aims to provide users with the most fitting music for any situation encountered in their day-to-day lives. For example, the app can play soothing music for relaxing at home, or switch to up-beat tracks for working out at the gym.

The app will attempt to assess your situation using GPS data based on time, location, weather and external sounds, and can identify up to 21 different circumstances. Users can also tag songs with wins and fails (channeling Facebook’s popular Like and Unlike options) in specific situations, and Project Now will adapt to suit their preferences.

Reality Jockey has plans to increase the app’s capabilities by combining shared music libraries and collaborating with Spotify – the hit digital music service in the UK and US that gives users access to millions of songs. 

Apps like Project Now are making listening to music a more unique and social experience than ever before. They are merging the digital experience of music with real-world experiences, changing the way we connect, share and listen to music. For more on music’s digital transformation, see our report Music Biz.

Project Now

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