Universal Music Group is escalating its already aggressive iPhone strategy with the introduction of its first label-branded iPhone app in the game Six String. This is the first app that allows the label to showcase its entire catalog through its own music game.
Until now, UMG has either released a series of artist-branded apps - such as from Lady Gaga, Soulja Boy Tell 'Em and Pussycat Dolls - or licensed its music to third party games such as the Tap Tap Revenge 3 game from Tapulous.
The app lets players simulate the experience of playing a guitar on the iPhone to several hits songs in the UMG catalog. It costs $5, and the per-song track price is 99-cents.
Using the touchscreen interface of the device, players must position their fingers atop virtual strings to mimic the action of playing a guitar, with points awarded for accuracy. The game includes solo play and containing increasing levels of difficulty, and the ability to challenge friends in multiplayer mode, with an option to post scores to Facebook, MySpace and Twitter.
Six songs are included: Bon Jovi's "You Give Love a Bad Name," Tom Petty's "Runnin' Down a Dream," Peter Frampton's "Show Me The Way," Fall Out Boy's "Thnks Fr Th Mmrs," Scorpion's "Raised on Rock," and Orianthi's "According to You."
It also offers another 20 songs available to buy and download from within the app, from such artists as Angels & Airwaves, Beck, Dashboard Confessional, Hinder, Kaiser Chiefs, Maroon 5, and Rise Against, with plans to add more over time.
App developer Frontier was tapped to help UMG create the game.