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June 14, 2010 / Julia Hughan

Taylor Swift, country music, convergence.

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For me, this is a faultless example of country music and media convergence in practice. Taylor Swift (and her team) effectively engage with social media tools, foster consumer participation and promote their brand in a firm and positive manner.

Country superstar Taylor Swift was announced today (6/10) as the first artist to join forces with Mix Me In2, the groundbreaking technology developed by Atlanta-based Fried Green Apps. Executives from the company will be on hand Sunday (6/13) at Swift’s 13-hour Meet and Greet at the CMA Music Festival in Nashville to unveil “Mix Me In2 Taylor Swift,” a new iPhone App, powered by Mix Me In2’s patent-pending technology, which allows music lovers to literally go inside the music. Fans can use the app to create hundreds of different versions of their favorite songs. They can remove or change instruments. They can even mix themselves into the music by replacing existing instruments and vocals with their own. It’s an exciting way to experience–and creatively re-imagine–music.

“I love playing music, and I love creating music,” Swift said. “And, as somebody who is also a big music fan, I always love finding acoustic versions of my favorite songs. I think Mix Me In2 will be a great way for fans to have fun interacting with my music and to listen to new versions of my songs!”

In addition to the chart-topping original recording, each song in Mix Me In2 Taylor Swift comes with five previously un-released versions: rock, acoustic, urban, piano, and coffee house. All the music in Mix Me In2 Taylor Swift was approved and reviewed by Swift, her record label and management team. The Mix Me In2 Taylor Swift app will cost $2.99 and comes with two of her biggest hits, “Love Story” and “You Belong With Me.” Additional songs will cost $1.99 each.

“We are thrilled at the enthusiasm and support we have gotten from Taylor and her team throughout this process,” said Fried Green Apps CEO Bill Pike. “They have continually stressed how important it was to make this about the music and the fans’ enjoyment of it, which is exactly why we invented Mix Me In2.”

Fans can upload their versions of the songs to and share them via Facebook and Twitter.

Though Swift is the first artist to release her original music through this groundbreaking app, Fried Green Apps is working with several other major record labels and artists. The company plans to release versions of the app for The Plain White T’s, Breaking Benjamin, and other major artists starting in the next few weeks.

“It’s more than an iPhone app,” said Grammy-winning producer Dallas Austin, a key player in the creation of Mix Me In.  “It turns every music fan into a music producer.”



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