South Africa’s most successful rock band is taking their music directly to their fans, in a completely new way. The band has been a world class rock act for the past 10 years, applying every tool at their disposal to engage with their fans. True to form, they are now taking their SAMA-nominated, platinum selling album Jekyll and Hyde straight to their fan’s Apple devices.

The Jekyll and Hyde iPhone application is designed to offer fans a more intimate experience of Prime Circle's most recent SAMA nominated album, Jekyll and Hyde. From the opening screen, fans can access exclusive content and information not available elsewhere.
Amongst other items, fans can access streaming clips of each track for listening, and can also watch an exclusive video for the band’s latest single, "Never Gonna Bring Us Down".
The app was designed and developed by leading SA music technology provider Exactmobile, and was launched on the iTunes platform on 17 May 2011.
The supported platforms it will work on are iPhone, iPad and iPod Touch; the device must be working off OS version 4.0 or higher in order to function. It will be available for free download online.
The application also offers fans a personal biography for each band member, as well as a feature called “Jekyll and Hyde Moments”.
This is unique to the Jekyll and Hyde application, and fans will not find this information anywhere else. Each band member has offered up personal life moments, categorised as Jekyll (lighter) or Hyde (darker) moments.
The application also offers an up-to-date gig guide. Once fans have selected the gig that they are interested in, the application will display a map and offer personalised directions from their current location to the gig.
This is done by the use of LBS (location based services), via the GPS in the handset. This feature is also linked to gigs for the band’s May/June European tour, and will be used by both fans and the band themselves to find the gigs.
The application was developed over the period of a month and was birthed late in 2010 when Exactmobile decided to partner with a South African artist to showcase their new technology.
“We chose to partner with Prime Circle for this project as they are one of South Africa’s top artists,” says Gillian Ezra, director of entertainment services for Exactmobile.
“The Jekyll and Hyde album in particular is an exciting project, perfect for mobile application, right from the outstanding SAMA nominated artwork to the music. iPhone apps are one of the many digital products we offer to the music industry, and we are very proud of this collaboration.”
Fans can go to Exactmobile's Web site for more information on the Jekyll and Hyde application and other exciting products.