Clearly, Levi's� Europe feel that is the way forward and have launched their first mobile phone application:
Levi's� Mobile Audio Mixer (MAX, in short). Once downloaded to your phone, the Java program enables you to compose your own tunes, and also to remix other users' tunes that have been uploaded to the European website,
www.eu.levi.com. All these can then be used as phone ring-tones.
Technically speaking, Levi's� MAX is a full-blown 4-track, 16 voice polyphonic sequencer based on the MIDI format. It runs on handsets supporting J2ME/JSP-135*).
The application is available to download from http://eu.levi.com/max - visit either with your WAP phone or web browser. Download a copy by registering on the site.
"MAX represents a step forward in developing a community amongst mobile phone users, and we're proud of the way that MAX will enable their creativity." Said Helene Venge, Digital Marketing Manager of Levi's� Europe.
"To shift the perception of having a music player in everyone's hands to having a music maker was too compelling an opportunity to miss. Play with it for a few minutes and you'll believe you are Bach (or Britney) 2.0". Said Jon Bains, Chairman of Lateral, Levi's� Europe's digital communications agency, who created and developed Levi's� MAX in partnership with Pocket Panic! in Sweden.
MAX allows users to create their own tracks from scratch, select individual instruments from the built-in MIDI library, and compose bar-based songs which they can then save on their phone and use as ring-tones. Unlike other attempts at similar executions on the market, Levi's� MAX is not limited to predefined patterns or sets; just like any real sequencer software, users have full freedom of creativity in terms of composition, instruments, length, and BPM (Beats Per Minute).
In addition to being a standalone sequencer, users can also upload their tracks to the Levi's� website server, and share them with their friends.
