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Brief Published: 27 May 2014



Tunepics is a new social media app positioning itself as a "multisensory social network" that combines images, music and mood.

The free app, launched by London agency Innovate7, allows users to choose a song to play alongside each image to create a "moment", which can be "re-tuned" (shared) and reposted on Facebook and Twitter. Filters and weather effects can be added to photos, and users can also use the "emotion wheel" to pick a colour representing their mood.

Users can choose a tune from a database of 53 million songs, which appears as a preview clip next to the photo. If the viewer likes the song, a link will take them straight to the iTunes store to purchase the full track.

"Music heightens any experience," says creator Justin Cook, former chief marketing officer of high-street retailer Topshop and founder of Innovate7. "It's about capturing those moments where you can't quite articulate what you want to say, and sharing that. We think [Tunepics is] highly disruptive and will be one of the fastest-growing social networks."

Described as an app for the "Snapchat generation", it already has a host of major brands and celebrities signed up – including room-sharing website Airbnb, fashion retailer AllSaints, British celebrity chef Jamie Oliver and American pop star Will.i.am.

Every day, more than 500 million images are uploaded to the web. Combining image-based communication with a multi-sensory experience will appeal to today's super-social teens looking for new ways to express their identities. For more, see Gen Z: Tech Titans.

Multi-sensory devices are becoming increasingly popular engagement tools. Innovate7 has revealed it is currently developing "significant technological advances and patents" around future devices, and working on the ability to "interact with all the senses" – suggesting Cook has big plans for Tunepics. For more on this topic, see Sensory Science.