Technology

Overtune, the Icelandic app that allows anyone to create music for their social media content

While social media editing tools and filters have unlocked the potential for visual ingenuity, accompanying music has remained the overlooked part of the creative process behind social posts: taboo for creators who must rely on existing tracks.

Overtune (www.overtune.com) is the Reykjavík-based startup that is driving the democratization of social media music by offering an intuitive app that allows anyone with a smartphone (and any technical or musical level) to create musical Produce and edit micros content to accompany, enhance and personalize their social media posts.

Aimed at a new breed of content creators, influencers and musicians, Overtune is particularly well-suited for users who are already creating content for Instagram Reels and TikTok, where in a sample minute, users watch 167 million hours of videos on the app. Overtune allows users to go one step further by curating their own audio to complement their social media creations.

Founded in 2020 by Sigurdur Arnason, Jason Dadi Gudjonsson and Petur Eggerz Petursson, Overtune has grown significantly since its inception. The company is now collaborating with the biggest musical influencers in Iceland, such as music artists Bassi Maraj and ClubDub, and has raised US$2 million in funding from international and domestic investors. Notable shareholders of the company include Charles Huang, creator of the legendary gaming franchise Guitar Hero, and Nick Gatfield, former CEO of Sony Music UK who now chairs Overtune’s Advisory Board.

Overtune has also partnered with Söngvakeppnin, the annual Icelandic music competition that determines the country’s Eurovision representative. Using the official Euro Hits beatpack, Overtune users will take part in the event by uploading their own Eurovision creations. Within 24 hours of its global launch on March 5, 2022, Overtune became the number one app on the Apple App Store in Iceland.

As social media becomes an increasingly integral part of everyday life, the ability to easily express yourself, not just with images and videos but also with sound, is becoming increasingly important for younger content creators. With the advent of TikTok and Instagram Reels, content is also getting shorter, increasing the demand for musical micro-content.

Overtune recognizes that when it comes to music, the creative process can often be elitist and exclusive. Traditional music apps and composition programs were only accessible to those with extensive technical and musical expertise, shutting many out of the content creation economy. So far, major platforms like TikTok and Instagram don’t offer a way to create music to complement users’ social media content.

Rather than relying on the music you already have and outsourcing the creative process, Overtune gives users the tools to create their own musical content. Overtune works with music producers, artists, influencers and brands to create beat packs and has ambitious plans to expand this offering. Overtune is focused on bridging the gap between music producers and consumers.
Overtune offers content accessible to people who don’t know how to create or produce music, while maintaining the quality of content associated with some of the most successful music producers in the world.

Content is created by arranging music in a loop-based system and adding voice and video on top. Its main features include:

beat packs

Created by producers, artists, influencers, and brands, each pack comes preloaded with a unique and themed set of sounds
which have the same tempo and key, so each loop can be composed according to the needs of the user. With loops such as
Bells, Hats, Drums, Vocals, Strings, FX and more, beat packs created by producers span a variety of music genres to expand access to musical creations among users with even the most musically niche preferences.

editing tools

Overtune’s sequencer allows looped sounds to form a beat. The user can then trim, toggle loops on and off, and adjust the volume and length of their chosen beat. The sequencer has minimal musical and technical requirements and is easy to use for anyone.

Video and voice recording

The final level of Overtune’s creative process allows users to bring in their own voice and video recordings. Adding voice recordings is seamless. Overtune’s new Multi-Voice feature allows users to create layered vocals and harmonies simply by recording themselves multiple times. Overtune’s technology then automatically reads the pitch of the beat pack, keeping the user’s voice in proper tune with their Overtune creation, eliminating the need for technical expertise. Finally, users can then add videos at the top.

Share on social media

When finished, users’ musically enhanced social media moments can be exported from the app and shared on social media platforms. Additionally, Overtune has its own social feed so users can follow and like the content of other creators on the platform.

Sigurdur Arnason, CEO of Overtune, comments: “Until Overtune, music was the missing element in social media content creation. Overtune ensures that creativity can now be applied to every sensory aspect to ensure a truly viral post, and I’m excited about Overtune’s potential to revolutionize the way music content is created, both in Europe and across America. By expanding access to musical creation opportunities, we intend to help users from all backgrounds create content for their own social media moments.

“The rise of viral content creation platforms like TikTok has paved the way for anyone to become a content creator – we intend to push this trend even further by empowering the average person to create not only their own content, but theirs as well own music to accompany them. By capitalizing on the trend of music-driven social media usage among younger people, we can increase the quality and reach of user-generated content across the web.”

https://techround.co.uk/news/overtune-the-icelandic-born-app-allowing-anyone-to-create-music-for-their-social-media-content/?utm_source=rss&utm_medium=rss&utm_campaign=overtune-the-icelandic-born-app-allowing-anyone-to-create-music-for-their-social-media-content Overtune, the Icelandic app that allows anyone to create music for their social media content

Fry Electronics Team

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