Music Video App Gives Mobile The X Factor

Love it or hate it, mega huge talent show The X Factor will soon be back on the UK’s television screens. However, fans can now experience it like never before with a cutting-edge music video app.

The app, titled Mix Off, allows users to star in professionally directed music videos and was created through agency CHI&Partners. It will be available from this Saturday (30 August) and will be fully responsive across iOS, Android and the web.

App users can create music videos starring up to four people, against nine different tracks and eight styles, all professionally directed by Sammy Rawal through Believe Media. The videos will be released onto the app in staggered phases throughout the X Factor season.

The details of the app, produced by MPC Creative, will be revealed by The X Factor’s sponsor, TalkTalk, in the brand’s TV idents this weekend. The idents will feature content pulled in from Mix Off with the best videos being broadcast in the show’s ad breaks.

The new idents will be the first ever to make fans’ home-made clips look like real, professionally-produced and directed music videos.

Rawal says: “I think what’s really cool about these new idents is that they really feel like chunks or excerpts from actual music videos. They’re really going to give X Factor viewers the chance to experience what it feels like to be in a high-end music video of their own. We’ve tried to create a full range of videos that not only look amazing, but also appeal to a very broad audience.”

Airing from August through to December, the idents will result in more than 160 user-generated spots. A second-phase in September will allow users to pull in performances from their Facebook friends as well as any performance already submitted to the app.