New iPhone app creates a ‘Band in the Hand’

5 Nov 2009

A new iPhone application aimed at music acts is attracting the attention of major music labels because it allows direct interaction between bands and their fans.

Up-and-coming Irish band ‘Hoarsebox’ are the first music act to avail of DV4’s ‘Band in the Hand’ application.

The application, which is available as a free download to iPhone users, includes Hoarsebox news, songs, biographies and videos. Already, the application has been downloaded by fans from Ireland, the UK, France, USA, Canada, Australia, Japan and Mexico.

Where to get it

The Hoarsebox iPhone application can be found at and includes innovative features such as ‘Ask The Band’, which allows fans to send questions directly to the band. These questions are then answered by the band in a weekly video which is released via the application.

DV4’s proprietary content management system enables Hoarsebox to easily update the application with iPhones or the internet. DV4 is one of only three companies in Europe who are approved to deliver music videos directly to iTunes and provides a service to around 50 music labels across Europe.

Any music act can avail of ‘Band in the Hand’ as a current, useful and effective marketing tool, as well as company brands who can benefit from this kind of interactive viral application. Company brands can offer value through this application to a growing iPhone userbase and keep close to their audience on a much more involved, fun and trusting level.

Happy Hoarsebox

“We and the guys in the band are absolutely thrilled to be the first in the world to avail of this fantastic tool,” said Brian Scally, director of Milestone Management, Hoarsebox’s management company.

“Hoarsebox’s iPhone application has proved to be extremely popular amongst its fan base globally and the band are excited about using the ‘Band in The Hand’ application for even more purposes into the future.”

“In the music industry generally, it’s essential that bands think outside the box in terms of how they can create a more interesting experience for their fans. It’s not just about recording music anymore – there needs to be so much more for fans to engage with – and this DV4 application hits the mark perfectly with its brilliantly designed combination of interactivity, ease of use and practicality.”

What DV4 does

DV4 specialise in rich media websites, video encoding and content-management services, webcasts, high-end presentations and digital-signage systems. The company has a long history of working with the music industry, having completed projects for clients such as POD Promotions and the Reading Festival.

“This is an exciting, effective and fun way for bands to keep in touch with their fans,” said Simon Fine, sales and marketing manager at DV4.

“In addition to marketing the ‘Band in the Hand’ iPhone application to other artists, DV4 is also targeting the commercial mobile-application market, focusing on developing bespoke iPhone applications for business clients while closely monitoring competing application platforms, such as Vodafone’s recently-announced ‘Vodafone 360’ initiative.”

By John Kennedy

Photo: The ‘Band in the Hand’ website.

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years