The thing to mention about apps is basically that they're only as effective as the user who wants to use the app and how engaged they get with the app. One of the questions we get often is from record labels that come to us and they want to put out a record label app that has all of their artists from within their roster. Right away we drew a line in the sand saying, no, we wouldn't do that. The reason for this is that artists' relationships with their fans are considered very precious to them. An artist doesn't want to send their fan to a place where they're going up against other artists. They can go down other rabbit holes.
I think the same thing, unfortunately, doesn't work for a lot of like the National Film Board apps and stuff like that, because they failed to really engage the end user to make the app a part of their lives. If you simply install an app once and you put it on your phone and then you forget about it, most apps are going to fail to call you back into the app. So some of the ways with artists that we try to get around that are we look at the context of the person. So say I'm in Ottawa today. If The Sheepdogs announce a concert that's within 300 kilometres of me right now, I'm going to get a push notification specifically about the ticketing for that specific event, whereas if I was in Vancouver I wouldn't get bothered with that information. Unfortunately, if you don't have those handles to really engage the end user, the app dies often on the tree.