Innovate7, the company founded earlier this year by Justin Cooke, former Topshop CMO and Burberry marketer, today launched its first product, Tunepics. Billed as a music-driven social network, it's a little bit like Instagram, but with the added emotional oomph of a musical backdrop, courtesy of iTunes.
The app for the new network is available for free in the Apple App Store. According to Mr. Cooke, Tunepics is designed to tap "multiple senses" by combining image and sound. "People have always done one or the other," he said. "They do the social or they do the music. We put the two together. This is a cinematic celebration of people's lives. It's about putting music, emotion and images in one place."
When users post a photo on the platform, they can enhance it with a short clip pulled from iTunes and characterize their posts through an "emotion wheel" that attributes a color to various feelings. Users will also have an option to buy songs on iTunes through a direct link on each image.
Innovate7 partnered with AKQA to create the platform, which enjoys additional launch support from Mr. Cooke's celebrity and brand connections including Jamie Oliver, Kate Bosworth, Paul Smith, Will.I.Am, AirBnb, ASOS and Hunter, who have all posted to the network.
As for the monetization model, Tunepics at start will not feature ads. Rather, it will take a cut of revenue from users who buy various pics' tunes via iTunes. Mr. Cooke said that the emotional data that will eventually accumulate through the platform will allow for future insight on users that could show, for example, a country's mood at any given moment, or how a certain Tunepic inspired a particular reaction from its audience.