New music manager game Music Inc. takes centre stage at London launch

UK Music, the Intellectual Property Office and Aardman Animations launched a brand new app, Music Inc, at the London EDITION hotel last night. The launch was attended by UK Music CEO Jo Dipple, Minister for Intellectual Property Lord Younger, a host of MPs, senior music industry executives and Music Inc’s artistic ambassador Oritse Williams.

Music Inc. allows players to guide emerging artists through the challenges and opportunities of a successful music career in the 21st century. Taking control of everything from song writing and styling to recording and releasing songs to market, players will see the impact every managerial decision has on their artists’ career aspirations.

This is the first time Government and the music industry have collaborated to create a game that focuses on business strategy in the entertainment industry, letting young people make decisions and see the consequences of those decisions. This will allow them to better understand how the industry works and how creators earn money for their work. It has been designed to give young music fans an insight into the modern music industry and to educate them on the specific challenges of being an emerging artist in the digital age.

Music Inc. combines realism with compelling strategic game play throughout*, allowing players to replicate many of the choices a modern music industry makes on a daily basis.


Jo Dipple, UK Music CEO, commented “Music Inc. is an extremely exciting project for UK Music as we join forces for the first time with the IPO and Aardman Animations. Our goal is to give young music lovers a taste of what it’s like to work in the music industry and convey a message about the value of creativity in a fun and interactive way. Players of Music Inc will see how vital every stage in the music-making process is.”

Minister for Intellectual Property, Lord Younger commented: “The UK has a world leading music industry with globally recognised artists, something we should be proud of. But getting the protection of their work, and its value right, is vital for a vibrant and successful future. Young people have an important role to play in this success. We must make sure they understand and respect copyright. Music Inc is an exciting and engaging collaboration with UK Music and Aardman Animations that will help capture their imagination and encourage them to think about copyright and its importance to the creative industries.”

Dan Efergan, Creative Director at Aardman Animations added: “Protecting the value of creativity is hugely important, you have to help people understand the effort and love that go into music production and you have to get them excited about its creation. That way people have more respect and make different choices, hopefully some of them even joining the industry themselves.”

JLS member Oritse Williams said: “Having experienced both sides of the business, as an artist and manager, I believe it’s important to educate budding creatives about what it takes to build a career in the music industry. I’m currently in the process of building my own entertainment company armed with the knowledge and experiences I’ve obtained over the years. It’s great to see UK Music collaborating with the Intellectual Property Office and Aardman Animations to create this new app, Music Inc, as not only does it carry you through the highs and lows of working in the music industry, it also highlights some of the challenges we now face because of the digital market for music. Not only is the app educational but it’s also great fun. I would have loved a game like this when I was growing up and certainly will be playing it now!”

Music Inc. will be available from 5th February for iOS and android devices free of charge from the Apple and Android Stores

Add clips to the playlist by clicking the stars