eMusic Read Auras At The Pitchfork Music Festival To Make A Mood Music App

Posted August 1

The quest for a music app that provides tunes to fit your mood is a long and arduous one — not to mention subjective. For example, while you might feel deliriously happy whilst listening to Carly Rae Jepsen’s “Call Me Maybe,” I might feel like punching everyone in the face. See? Subjective. eMusic recently set out on the aforementioned quest, however, mining the denizens of the Pitchfork Music Festival for data to create a mood music app — in addition to a trove of editorial content centered around the spiritual.

During last month’s festival in Chicago, eMusic set up what it called “the Electromusical Energy Visualizer,” four booths where fans could listen to tunes (all by Pitchfork bands) while their “musical auras” were read. Images were snapped of listeners as they grooved, each picture overlaid with a color filter representing his/her mood. Fans even got to take the self-snaps home.

eMusic then took these findings and created a simple app: a sliding scale of tunes from “Magical” to “Passionate” organized by how listeners perceived them — determined by reading fest-goers’ auras, of course. (Naturally, you can also buy music in-app. Because eMusic sells music.)

The app also features a series of videos in which spiritualist Ami Patel and eMusic editor-in-chief J. Edward Keyes interview bands. Well, Keyes interviews the bands — Patel, being a spiritualist, teaches them to chant and whatnot.

The app itself is about as useful as every other music/mood product on the market (Read: Not at all. NOBUNNY’s tunes are “Loving”? WTF?), but we get the sense that the whole deal is supposed to be more of a spin on the traditional festival interview than a serious product launch. And overall, it’s a pretty interesting thematic idea — draw in fans by offering them a free picture of themselves (festival swag is always in high demand), create original editorial content and, finally, create an end product that ties it all together and pimps out your product as well.

Yeah, the whole deal is a little silly, but how many times can you really watch some twitchy, sun-burnt music journalist (half-sloshed on free beer and malt energy drinks) ask general questions about how it feels to play a big music festival? That’s what we thought. Color our auras kind of amused.