Archive notice: This article was originally published on December 31, 2008. Links and embedded videos are preserved as part of the historical record.
Music games on the iPhone are developing into a new presentation platform for artists. This is demonstrated by the startup Tapulous, whose mobile music game became the most popular U.S. iPhone application of the year. “Tap Tap Revenge,” as the music game is called, lets users play along with melodies on the iPhone. It rapidly climbed the online store charts and, after being downloaded more than three million times, was named the year’s most successful application by Apple. “We became number one within three days,” Tapulous cofounder Bart Decrem told The New York Times. Within a week, numerous artists expressed interest in including their own music in the game.
Many software companies attempted to benefit from the iPhone hype and developed both free and paid applications for Apple’s download store. Tap Tap Revenge emerged as one of the biggest hits. The game follows models such as Guitar Hero and Rock Band and is currently striking exactly the right chord with users. Music games have, after all, also proved to be major successes on consoles.
For artists, this provides a new channel through which to present themselves to audiences and gain popularity. With physical music sales declining, an increasing number of musicians are seeking alternative platforms. British label EMI has also recognized the trend and worked with Tapulous to release its own music game titled “Tap Tap Dance.” The game includes tracks by artists such as Moby and Daft Punk. “We feel strongly that these games could build on the success of Guitar Hero or Rock Band,” says Cynthia Sexton, Vice President at EMI Music Worldwide. Expanding the business toward games and other distribution channels is a natural evolution of the music industry.
To keep Tap Tap Revenge interesting, Tapulous introduced “Tap Tap Thursday,” when new songs are released for the game. The game was initially available as a free version. Following its great popularity, the startup also introduced new paid versions priced at $4.99. These generally target fans of individual genres with special songs and artists. A dedicated Nine Inch Nails game, for example, was released at the end of October. Tapulous now plans to publish such special editions monthly. “The iPhone is a red-hot device, and artists are looking for ways to redefine themselves,” says Decrem. Although the Tapulous CEO would not provide details, he indicated that the startup was well on its way toward profitability thanks to the successful music game.
