Mobile Merge: The Durham label launches its own app | Music | Indy Week
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Friday, January 18, 2013

Mobile Merge: The Durham label launches its own app

Posted by on Fri, Jan 18, 2013 at 11:14 AM

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The label name already graces record packaging, baby onesies, posters, slipmats, an oral history book, totes and T-shirts. And now, Durham's Merge Records has gone mobile. Part artist-update hub and part streaming service, the new app is the perfect vehicle for exclusive content and streamlined information from the label.

After a free download from the Apple or Android App store, fans can access news articles, tour dates and a glut of multimedia. Each artist pod includes tracks for stream or purchase and a music video section with more than 200 videos, including live footage from the label’s 20th anniversary festival. The app’s designed with a Merge Radio queue that plays through new tracks from unreleased albums first. The label promises a growing a cache of exclusive content, as well as free mp3 downloads and other giveaways for users.

If you sign in with Twitter or Facebook, you can share photos on a fan wall and tag favorite artists, tracks or videos for easy access later. The fan wall also features a map-mode, so users can spy active Merge fans near and far. In the tour section, signed in fans will also be able to check in at shows, share reviews and post photos. Let’s see how long it takes Jon Wurster to infiltrate the system.

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