By this time next week, EMI Music will have launched a new iPhone app tied to the launch of one of its “major artists” — and it will be a biggie. Syd Schwartz, the label’s svp of digital marketing wouldn’t reveal the artist, but said the app will go above and beyond the standard streaming, downloads and video capabilities you’d expect from a music app. It will have location-aware photo features, so users can take pics at a concert and find out who in the audience is closest to them; m-commerce capabilities, so they can buy show tickets and merchandise; and even custom animations tied to specific songs.
“You’ll have to discover how to interact with it,” Schwartz (pictured on the left) told Billboard’s Bill Werde (pictured on the right). “You’ll learn that if you shake it while you’re playing one song, for example, ‘this’ happens; if you swipe it during another song, you get another animation.”
But that’s only if *Apple* actually approves the app, of course, something Schwartz joked that the label was hoping to have happen “in a few days.” If Apple (NSDQ: AAPL) gives the green light, fans may even be able to download the “immersive” new app later this week. But they’ll most likely have to pay: “We have some free apps, but for one with an immersion level like I described, there’s a high value. Especially if you’re a huge fan. It’s something worth paying for.” Schwartz said EMI worked with a third-party developer on the app, but didn’t disclose which one. Any guesses on which developer — and which artist?

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