If you needed any more proof that your iPad is some powerful piece of hardware, check out vjay: This new app from Munich-based music app startup Algoriddim turns any iPad 2 or new iPad into a full-fledged VJ console, capable of mixing two music videos in real time. It’s a great app to flake out to and toy with your favorite music – but the folks at Algoriddim have an even more ambitious goal for vjay: They want to give the entire music industry a new, lucrative revenue stream.
vjay’s UI looks a bit like the many DJ mixing apps available both for PCs and tablets, and for good reason: Algorridim’s claim to fame is djay, an audio mixing app that has become a big success story ever since making the step from the Mac to the iPad in 2010 and eventually coming to the iPhone in 2011.
vjay is taking the same approach to the video space, making it possible to mix two music videos – or two videos and two separate songs – together. The app offers beat matching, looping, queue points, effects, an equalizer – pretty much anything you’d want from a DJ app, without getting too complicated. The app also makes it possible to record something with the iPad’s camera for mixing, and beam the session to your Apple TV via Airplay.
Users can start to record their mixing session at any point, and then export the result with no notable rendering delay to the iPad’s camera roll. I’ve played with the app a bit over the last few days, and have got to say that I’m impressed, especially given that Vjay will only set you back $9.99. Sure, you may not be able to replace Final Cut Pro with this, and there are a few shortcomings: for example, HD videos get automatically downsampled to 360p, and it’s not possible to edit an existing mix. But still, you can have a lot of fun with this.
Check out the promo video below for a quick demo:
But perhaps even more daring than the engineering behind the app is the business that Algoriddim seems to be stumbling upon with it: vjay comes with a direct link to Apple’s iTunes store, allowing users to buy and download new videos to toy with.
“Right now, not many people buy music videos,” Algoriddim CEO Karim Morsy told me when he stopped by our office a few days ago.
That could change if music videos turn from a passive, promotional experience into something you manipulate, remix and mash-up. “It really gives a reason to start buying stuff,” Morsy said. Of course, countless new users discovering how easy it is to remix videos could also give a whole bunch of people in the music biz new nightmares about further loss of control, but that’s a different story.