EMI optimises Sigur Ros for the iPhone and iPod Touch : Tech Digest

EMI has shown its hip side by signing Sigur Ros - and then promoting the band on the iPhone and iPod Touch.

The label has created an iPhone-optimised microsite to promote Sigur Ros’ Heima - a music-based movie covering the Icelandic band's homecoming tour. Aside from the trailer, the touch-based site uses the Yahoo! Maps mash-up tool, which allowing the viewer to easily navigate over the map of Iceland and click on the various locations where Sigur Ros performed. And the site automatically adapts depending on your connection - EDGE or Wi-Fi.

Eric Winbolt, Head of Digital, EMI Records, comments “These touchscreen wireless devices offer an exceptional user experience. Being the first truly converged mass market devices to do so, we were very keen to use them to showcase our artists’ content and offer the consumer this unbeatable user experience.”

Heima by Sigur Ros