Ministry of Sound has become the first label to trial the solution, using an MXP4 MIXTAPE to generate excitement around the launch of Addicted to Bass, Winter 2009, a compilation album due for release today.

The MXP4 MIXTAPE previews a selection of album tracks and enables fans to play with the music, taking control of song transitions to create their own versions of professional mixtapes.  Fans use a simple interface to control which tracks mix together and when, with MXP4 technology working in the background to cue up and generate seamless transitions.  The MIXTAPE module also includes links to ‘Share’ it virally and ‘Buy’ the album from iTunes and others.

You can try out the MXP4 Mixtape here, have a play with the Ministry of Sound tracks and see hear the results immedately.

Albin Serviant, CEO of MXP4, said: “Along with the adoption of MXP4’s solution by an array of leading artists and labels, this is an exciting development for interactive music, and one which helps to address a key challenge for the music industry in the digital era.  By giving fans access to more preview tracks and allowing them to play with the music, we are providing artists and labels with a new way to engage fans in the album experience and power whole album sales, be that on CD or in iTunes Album format.

Jason Reed, Digital Marketing Manager, Recordings, Ministry of Sound, said: “This is a cool interactive module that gives us a new and different way to create excitement and buzz around new album releases.  It allows us to securely preview more of the album, whilst providing the chance to play around with the tracks, mixing them together to create personalised versions.”