Alternative Press Mobile

Alternative Press is the "paper of record" of the Warped Tour set - the authoritative voice for hundreds of thousands of music-obsessed kids. It was as life-long fans of the magazine (now in its third decade) that we approached AP in 2005 about the possibility of developing a mobile application around their property. Although the resulting AP Mobile ultimately proved to be ahead of its time (preceding iPhone apps by 2 years), its design, execution and deployment were a resounding success.

Our technology partner in this project was San Francisco's Air Media, a mobile application developer with a piece of proprietary technology perfectly suited to our needs.

AP Mobile launched in the fall of 2006, featuring news headlines updated throughout the day, tour info, capsule reviews, and exclusive editorial content, as well as a free ringtone, wallpaper and streaming tracks each week. Artists who contributed free ringtones included The Faint, All Time Low, Hellogoodbye, Every Time I Die, Chiodos, Lifetime, Cute Is What We Aim For, Atreyu, Aiden, Bless The Fall and many others. 

Ultimately, the mobile application was shuttered after Air Media went out of business, but it showed great promise (and a very respectable subscriber base) during its year-long existence. 

Alternative Press expanded its reach into the mobile space, offering its demo of diehard music fans the ability to keep tabs on their favorite bands wherever they went. Creating another platform from which to talk about artists won the magazine big points among the hundreds of labels that depend on AP to spread the word about their bands. 

By offering promotion in the print version of AP, we were able to acquire free content (including one free ringtone each week) from a host of scene-defining bands and labels, including Equal Vision, Trustkill, Fat Wreck Chords, Epitaph, Immortal, Eulogy, Ferret, Hopeless, Fearless and many others.