If digital is about anything it should be about making our complex lives easier. All too often it seems to do the opposite.

Sometimes the simpler technologies turn out to be the most powerful. Just look at the SMS-based simplicity of Twitter. Indeed, look at SMS itself.

We think QR codes are beginning to show the same potential.

Exceptionally Easy

Alchemy Content client Nowtrax – the innovative Hong Kong based music download store – started featuring QR codes on every page with their recent launch of an HTML5 version of the site, making it exceptionally easy for artists/labels to promote direct access to their tracks.

They cleverly showcased just how to use the codes in the real world recently too, placing QR info on giant beachballs, hundreds of balloons and the huge screens behind the DJ at Korea’s World DJ Festival, giving one-touch access to a free download via their store.

With smartphones in more and more pockets, and the need for immediacy greater than ever in a world full of competing messages, pointing and clicking for more information will become as natural as picking up the phone to send a text.

Already There

The codes might look a bit ugly, but can be quite easily integrated and hidden within design elements.

QR codes bridge the divide between the physical and online worlds, so when will come the tipping point where it seems strange not to have a QR code on a press release, poster, shop signage, flyer, billboard, tin of beans..?

In fact, it feels like we’re already there. There should be one on everything that you do.

Tonight their weekly Subliminal Sessions Voodoo Nights at Pacha in Ibiza plays host to hip hop legend P. Diddy.

The party is one of the key events of the summer on the island, that has already seen Kylie launch her album at Pacha, and ahead of BBC Radio 1’s annual blow out this weekend featuring Underworld.

Diddy is a Twitter legend, with over 2.7 million followers and daily tweeting habit. Check out his live (and very lively) feed below to keep up with the action if (like us!) you’re not luck enough to be on the island tonight.

Alchemy Content provides a stream of fresh news content for erickmorillo.com and subliminalrecords.com including artist interviews and release/event news, as well as managing all associated social media profiles and campaigns.

With Erick playing 5 gigs a week across Europe throughout August, on top of hosting the likes of Diddy at his weekly home in Ibiza, there is plenty to talk about with his fast growing online community.

Subliminal Records is also back in a big way as a 100% digital concern, releasing monster tracks each and every week. Check out this amazing video for Erick’s ‘Live Your Life’ single for a taste of the output and the Subliminal parties around the world.

FeedWind

The package contains no less than 3 different remixes from X-Press 2 and has already been given full support by the trio in their sets and charts, plus picked up on by a wide range of international DJs since first emerging at Miami WMC back in March. For this key release, content assets include streams of the track, images and a doc containing interviews with Hakan and Rocky for press/bloggers to use for quotations or in their entirity. All supported across Facebook, MySpace, Twitter and beyond.

There’s plenty more to come from SOUNDZ and it’s legendary house music-focused sister label, Slip N Slide, over the coming months. As online streaming, Twitter and mobile all become increasingly central to the promotion of new tracks, the importance of a good content generation and management package becomes ever more obvious.

All this week we’re out in Mayrhofen, Austria, producing a real-time stream of news content for the official Snowbombing festival iPhone app by Eristoff – Vodka from the Land of the Wolf.

If you’ve got an iPhone or iPod Touch, download it for free while the event is taking place and let us know what you think. You’ll find news, gossip and interviews direct from the week-long festival, which sees artists like The Enemy, Editors, 2ManyDJs, De La Soul, Fatboy Slim, Vitalic, Doves and Friendly Fires playing to 6000 fancy dressed loons high up the Tyrolean alps.

Live Feeds

The app makes use of Alchemy Content’s specialist experience of developing and running mobile applications that go beyond the gimmicks; providing a useful, always up-to-date information service that’s constantly available in a user’s pocket.

Live feeds of high-quality custom content give people a reason to refer to the branded application repeatedly throughout their time at the event. For Snowbombing, we’ve devised an additional Eristoff Secrets feed, offering exclusive calls to action on things like VIP party access, ticket competitions and insider tips for getting the most from the resort.

Intense Usage

Mobile apps based around intense periods of usage, like major events or holiday locations work particularly well, so the Eristoff Snowbombing app is an ideal use of the technology and Alchemy Content’s editorial and project management services. See our Clubber’s Guide to Ibiza app for more.

GPS maps pinpointing and recommending local businesses, a fully searchable events schedule including artist profiles, plus user generated community feeds from YouTube, Flickr and Twitter all add to the application being an essential download for anyone – whether out at Snowbombing or not – with an interest in the artists or wanting an interactive guide to the best of Mayrhofen’s après ski.

Download the Eristoff Snowbombing app for iPhone or iPod Touch.

Electronic music’s most legendary mix CD series and its associated record label, Global Underground, has just completely relaunched its online presence, with Alchemy Content now providing regular editorial feeds and social media management for the brand.

GU was way ahead of the game in terms of building a passionate fan community on its site over a decade ago, but little much had changed about the basic site design over the years.
The brand new Globalunderground.co.uk has a completely fresh visual identity, a strong new Heritage section telling its history via those infamous City Series mix CDs, less intrusive but more comprehensive e-commerce for buying music and merchandise, plus new Tours, News and Forum sections to make the most of the strong community, rather than hiding it away as before.

The famously acerbic regulars on the GU forums have been quick to make their opinions felt, but the 2-way conversational approach of the new site is already paying dividends, opening up a real dialogue with the loyal fanbase to help provide the facilities they actually want. It’s a really exciting project that should see the label fully take advantage of today’s digital media tools to build upon its amazing international following.

Alchemy Content will be producing short regular magazine-style content and social media activity for GU, with the next big milestones being the return of the club residency at London’s Ministry of Sound on March 6th and the annual WMC party at Mynt in Miami on March 24th.

Trevor Lovey’s new double mix compilation, ‘Body Jack’ (out now on Music Response) is filled with his best productions and remixes to date, plus some of the killer tunes in his DJ set and a host of exclusives. This is a journey through the sound that has established him as a global tour de force, from the deeper style of his Lil Bo Tweak projects through to Speaker Junk and his own unique take on party beats, featuring the likes of Bloc Party, Roisin Murphy, Bent, Switch, The Chemical Brothers, Alexander Robotnick, Don Diablo, and many more.
BUY THE MIX on BEATPORT

‘Skoolin Tings’ is a brand new Trevor Loveys track, released exclusively on the ‘Body Jack’ compilation. It’s available for streaming via Soundcloud on blog sites now. Check it out:
Trevor Loveys – Skoolin Tings by AlchemyContent
“Skoolin was a track I did loosely based around a Schooly D and Code Money record from back in my youth,” says Trevor. “I always loved that beat. And I also used the snare off the ‘Big Beat’ 1970s tune, I guess again I’m trying to mix up those old ideas with new bass sounds and melodies.”

Here are the Social Media Release links:

INTERVIEW TEXT:
Non-copyright Trevor interview for blog use/press quotes.

IMAGES:
Body Jack Packshot
Trevor Loveys press shot

SOCIAL MEDIA:
Trevor Loveys Official Myspace
Skooling Tings track on Soundcloud

For more info, content, interviews etc. contact Alchemy Content.

THE BIGGEST NIGHT IN DANCE MUSIC RETURNS…

WEDNESDAY 28TH OCTOBER, 9PM- 3AM, MINISTRY OF SOUND, 103 Gaunt St, London, SE1 6DP

ARMIN VAN BUUREN
DAVID GUETTA
ABOVE & BEYOND
SEBASTIAN INGROSSO
SANDER VAN DOORN
GARETH EMERY + More to be announced…
Nearest Tube: Elephant & Castle / Charity Donation: £10

The votes are in and the numbers are being tallied as dance music readies itself for the biggest awards night of the year. We can now reveal that The Top 100 DJs Poll Party powered by Trackitdown.net will take place at Ministry Of Sound on Wednesday 28th October.
2009’s party is the biggest yet – with a line-up to match. Armin van Buuren, David Guetta, Above & Beyond, Sebastian Ingrosso, Sander van Doorn, and Gareth Emery will be taking to the decks, with more names to be announced shortly.
The ceremony itself will be held around midnight. In addition to the award for the No.1 DJ, awards will also be presented to the highest DJ in each genre, the highest climber, and the highest new entry.
Held annually as a charity event, this year’s beneficiary is the Royal National Institute For Deaf People (RNID). Donations will be taken at the door.
Please note, the Top 100 DJs Poll Party sells out every year and always turns into a roadblock – make sure you arrive early to avoid disappointment.

More info at DJmag.com and via @top100djs on Twitter.

WIN FLIGHTS, HOTEL AND VIP PASSES TO THE PARTY!

ENTER THE NO1 FAN VIDEO COMPETITION ON THIS MUZU PLAYER (Closing date Oct. 14th)

DJ Magazine on MUZU.

BE AT TV TOP 100 DJS PARTY BROADCAST
Be At TV is the world’s first web TV community for global clubbing; connecting fans of electronic music with the world’s top DJs, bars, clubs and live events. www.be-at.tv broadcasts exclusive audio-visual content – from multiple camera angles and in HD – for its members to access wherever and whenever they want and for free. The b@ community means you can personalise and even upload your own content and meet like-minded clubbers.
Partnering with DJmag this year, b@ will be broadcasting the whole Top 100 event the next morning at www.be-at.tv. Its the only way that music fans who can’t be there can catch entire sets from the DJs topping this year’s poll. While those lucky enough to get in can capture and share their best bits through video tagging.

ABOUT THE TOP 100 DJS POLL
Since the early 1990’s, the Top 100 DJs Poll powered by Trackitdown.net has grown to become the biggest annual event in dance music. Inclusion in the illustrious ‘100’ is the dream of every DJ, from rising stars to the likes of global heavyweights such as Armin van Buuren, Tiesto, David Guetta, and beyond.
The Top 100 DJs Poll now attracts hundreds of thousands of voters from every corner of the globe, reinforcing the fact that dance music is a truly global culture. To put it simply, there is no other music-related poll like it in the world.
The Top 100 DJs Poll is a public vote where voters are given the chance to name their Top 5 favourite DJs in order of preference.

• Alchemy Content is working the digital/social media campaign for the poll.

• Alchemy PR is running the traditional press and TV campaign.

• Alchemy Radio is handling radio promotion of the event.

Pioneer’s excellent video blog DJsounds has been going for a few years now and is a great example of how to use AV content to promote a brand.

It’s obviously particularly apropriate for Pioneer, who are busy bluring the lines between audio and video in the DJ booth, which explains their early adoption and enthusiastic use of video as the prefered method to speak to people online.

The brand maintains a major presence in Ibiza, and were sponsors of last month’s International Music Summit, where they thrust a mic in my face to contribute to this summary of the 3-day event.

Fortunately it was reprinted in the California Chronicle, (otherwise it’s only available to MW website subscribers) so it can now be enjoyed by all in a digital format.

Other contributors to the debate include representatives from Beatport, DJ Magazine, Get Physical, Utah Saints, Groove Armada, Compost, Above & Beyond/Anjunabeats and Positiva.