New iPhone app helps 50 Cent grab even more advertising cash

This one is kind of special. Musicians releasing branded iPhone apps is nothing new - they were some of the earliest applications available. But this new “remix” application from 50 Cent, co-branded with a brand of mineral water, really takes the cake.

What’s the app?

The application is called 50’s Sound Lab. It’s a free app, and it allows you to mix together different sounds, beats and samples from one of the tracks off the latest 50 Cent album.

The hook is that the user who submits the best mix using the app will get studio time with 50 Cent himself. Although I would really like to see the actual definition of “studio time” being used here. Perhaps you get to look in the window as he promotes bottled water?

Oh yeah, I forgot about the bottled water. This application is being released in association with VitaminWater, one of the products from bottled water company Glacéau. I’m not sure what the connection between 50 Cent and bottled water is. But the 50 Cent himself seems eager about it, saying “Musical talent unfolds in many ways and I’d like to see what tomorrow’s producers can do with my track with nothing but a bottle of Vitaminwater, my 50’s Sound Lab App and an iPhone.” Really?

Rohan Oza, chief marketing officer of several brands of Glacéau water said that 50 Cent is “part of the Vitaminwater family and we are excited to be able to share his new single with everyone through this groundbreaking social media experience for iPhone and iPod touch.”

Social media

The actual application powering this marketing mix-bag is a pretty powerful little app called Romplr from Moderati. It’s very lightweight, which allows it to be used on channels like the iPhone and Facebook. The app does have strong social networking tie-ins, with users able to submit “mixes” via their iPhone, email or Facebook.

What we think?

This is a really, really weird marketing campaign. The actual application itself is pretty cool – branded remixing applications are going to be consistently popular, especially if they let fans get their hands on songs before the album release date. But why is 50 Cent co-branding with a brand of mineral water? I find that almost as strange as those ads with Iggy Pop selling auto insurance. Iggy Pop.