Urturn is the multimedia expression platform that has proved particularly popular with record labels running fan engagement marketing campaigns. Recently renamed (from Webdoc), Urturn re-launched its new offering at Midem in Cannes.
The Swiss start-up had already won the sponsor’s choice prize in the Midemlab competition in 2012. Whereas previously, users could create completely open collages consisting of images, videos, text and audio, Urturn develops on this idea in a way that should make it appeal to a wider audience. While the completely open collage approach is still available, it is just one of a number of ‘expression’ templates that can be far more focused. One, for example, allows users to recreate David Bowie’s ‘Ziggy Stardust and the Spiders from Mars’ cover, while another lets them create a customized Kendrick Lamar album cover, complete with an audio clip. Once a user has created something with one of the expression templates, it can be shared and embedded across the Web. Everywhere it’s shared, it has a ‘Your Turn’ button that takes anyone who clicks it back to the Urturn website to create their own version. It’s a simple concept that has proved extremely popular with acts like One Direction. Olivier de Simone, Urturn’s Head of Music, will be sharing more insights about this exciting application and how radio stations and their makers can further enhance their social media engagement offering.