People write a message and then attach a song segment to fit the mood. The question is, will it light up the (app) charts?
Founder Grant Bovey seems to think so. “It’s absolutely bonkers that this does not already exist,” Bovey claims.
“People have always utilised music in a very powerful way, from film and television to advertising. Why can’t you send that emotion in a message? It seems very obvious.”
It does seem obvious, but that’s not to say it’s easy. In order to make this music messaging accessible, MSTY curates the songs into different categories, like ‘celebrate’, ‘sport’, ‘goodnight’, ‘LOL’ and more traditional categories like Seventies and Pop Hits.
The idea is that people can quickly pick a song to suit the sentiment. It’s a strong approach, one that hasn’t been done in quite the same way before.
That might explain why Bovey, who is the ex-husband of British TV icon Anthea Turner, launched the app in 155 countries.
There’s another reason that Bovey sees great potential in his creation — he believes it can help the flagging music industry.
Prior to launch, MSTY signed licensing deals with Universal, Warner and Sony, giving it access to millions of songs. More importantly, the app is also linked to Apple Music, allowing users to purchase songs directly from MSTY.
Ironically, Bovey himself once tried his hand at pop stardom, hitting the heady heights of number 99 on the British pop charts as Grant Michael in 1988. He’ll be hoping that MSTY stays in the charts a lot longer, but it might face competition.
Vine, for example, looks on the verge of allowing music integration to its six-second video clips. Twitter’s UK director Bruce Daisley released a vine called ‘Test’ that had music playing over it, seemingly testing the feature for future use.
Other apps, like Music Messenger, allow users to share full songs with one another and it’s not hard to imagine them offering a feature like MSTY’s shorter, mood-based approach. So it remains to be seen if MSTY will take off. Like modern music stardom, it will probably take a dose of luck and marketing in equal measure.
One man whose luck has run out, in one industry at least, is Guillermo Del Toro. He has twice tried to make a game now, and twice those games have been cancelled. In fact, not only have the games been cancelled, the studios making them have been left decimated.
First Del Toro collaborated with THQ on Insane in 2012, only for the publisher to go belly-up. Then he tried his hand with Silent Hills, before Hideo Kojima and Fox Productions were made outcasts at Konami and the game halted.
Maybe it’s just a case of the universe balancing things out. After all, one man cannot be so brilliantly geeky as to direct Hellboy, Pacific Rim and a Silent Hill game. It contradicts the laws of nature. It seems Del Toro has finally given up.
“I have proven to be the albatross of video games,” he lamented, a Gameboy crumbling at his touch. “I will never again get involved in video games. Otherwise, I’ll join someone and his house will explode or something.”
Maybe Guillermo Del Toro should be put on the banned substance list for the Electronic Sports League (ESL). Teams could employ him to inflict bad luck on the opposition.
Incredibly there is now a banned substance list for professional gaming tournaments and players will be tested at competitions.
The decision came about after a top Counter Strike player admitted he and his team were “all on Adderall”, presumably to improve concentration. Adderall is typically used to treat Attention Deficit Hyperactive Disorder (ADHD).
The new rules will adopt the same banned substance list as the World Anti-Doping agency and the ESL said that the first random tests will be held at the ESL One inCologne later this month. Tour de France cyclists aren’t expected to attend.