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With Music Mine, PRX Aims to Reshape Public Media on the iPad

KCRW Music Mine

Public Radio Exchange just announced the launch of KCRW Music Mine, an iPad app that gives you a unique, exciting way to discover new music.

Music Mine is the product of a close partnership between PRX and KCRW, with design by Roundarch and music intelligence powered by The Echo Nest. Nearly a year in the making, the app developed from lengthy brainstorming sessions about what a next-generation station experience on the iPad should — and could — be.

KCRW excels at a lot of things — music, news, local Los Angeles culture, food, arts, film. But rather than attempt to recreate the KCRW.com website, or duplicate the station’s existing iPhone app on the iPad, we went further. We chose a focused concept that spotlights KCRW’s expertise in music discovery and pushes the limits of the iPad user experience.

PRX and KCRW certainly weren’t the first to come up with an app that lets you listen to music or even radio programs about music. So we pushed further, drawing upon the formidable design talents of digital agency Roundarch to wield user experience and graphic design to truly set this app apart. The Echo Nest was also brought in for their “music intelligence platform” which gathers music news and multimedia content from across the web.

The result is stunning. This video gives you an idea:

The app is beautiful and appealing. But we weren’t just going for beauty. We wanted to transform the music discovery experience from simply tapping a Play button and getting what you’re given (though that’s plenty great, too) into something much more active. With KCRW Music Mine, you want to pay attention. You want to explore, with the knowledge that KCRW DJs will make sure you only find good stuff. You can use the app simply to discover new music to like, or you can choose to go deeper to learn more about the artist and their work.

Or, you can just tap a Play button and get what KCRW’s Eclectic24 gives you.

Not only do we think Music Mine reshapes the music discovery experience, we think it exemplifies the kind of mobile/tablet presence public media should aspire to. At PRX, we believe that new platforms are opening up great possibility for fresh new expressions — not just reflections — of stations and programs.

KCRW Music Mine is a perfect incarnation of PRX’s mobile goals: to partner with innovative entities to create cutting-edge mobile experiences for public media.

A version of this story also appears on the PRX Blog.

Rekha Murthy :Rekha Murthy is an independent consultant with 20 years of experience in public radio, podcasting, and other digital media. She combines expertise in content strategy, editorial, and distribution to help individuals and organizations reach new audiences and grow revenue through digital-first audio. Rekha was Director of Digital Distribution for PRX and worked closely with Radiotopia, PRX's podcast network. At PRX, Rekha forged new pathways for public media, from award-winning mobile apps to platforms including iTunes, Stitcher, Spotify, and Audible. Rekha started out in New York's Silicon Alley startup scene in the 1990s. She was an editor for NPR.org and a producer for NPR’s All Things Considered. She’s been a user experience designer for web and mobile, and an early entrant in the realm of mobile design.

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