Norway-based tech company oiid has announced a new partnership with Concord Records to bring the label’s catalog to its digital platform.
oiid launched last month, delivering users an interactive listening experience where they may choose to listen to the original mix and deconstruct the recorded song, activate play-along features, take part in a story section, view in-depth liner notes and watch exclusive behind the scenes features.
One early embodiment of this deal was Grammy-winning jazz bassist, composer and songwriter Esperanza Spalding‘s Exposure project, where she live streamed the creation of a new album over the course of 77 hours. It was developed with oiid’s video production and broadcast on Facebook Live for a global audience that topped 3 million. Now, oiid is bringing fans each piece of the music through its app, allowing them to adjust parts of the music in real time to further explore Spalding’s creativity.
“We made an amazing batch of music, and now we’re able to share the process in an unprecedented way,” said Spalding in a statement. “I love that oiid saw the connection between what they want their app to do, and what I wanted this project to do: dissolve the distance between artists’ work and their listeners.”
oiid company promises partnerships with several other record labels to be announced soon.
Added Concord Records president John Burk: “Concord Records is thrilled to partner with oiid on both its launch and on Esperanza Spalding’s groundbreaking Exposure project. The oiid app allows fans to experience music in a more im-mersive and interactive way while providing artists with a new vehicle to show-case their creativity in the art of recording. We look forward to delivering much more music in this new and innovative way.”