Universal Music Australia is looking to put music album gifting back on the agenda with a new Facebook app developed for them by MediaCom.
The app is aimed at breaking down perceptions, uncovered through research, music gifting can be seen as “risky”, “thoughtless” and “last minute” by some.
It uses an algorithm which goes through the profiles of your friends looking at their likes, Twitter followers and Spotify data to chose the perfect musical choice every time.
Jeremy Scott, UMA’s marketing director said: “The idea behind using someone’s social profile to make sure they don’t end up with just another unwanted album was a great solution to a wider category problem.
“We hope this app will give our artists and consumers a real boost this Christmas and beyond.”
The app was developed by the agency’s innovation and technology team, whose director Alexa Hohenberg said: “We’ve worked closely with UMA to make this project a reality.
“We’re always looking out for innovative and creative ways to push UMA’s acts, but we must ensure they are grounded in real insight.
“The app aims to make sure all users receive the album they want, by effectively using social data available from the Facebook, Twitter and Spotify API to eliminate gifting assumptions”