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Midomi Brand
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  Midomi Brand
Midomi
in tune
by Alycia de Mesa
April 9, 2007

Midomi is an online karaoke machine, American Idol, iTunes, MySpace and relief for your music-trapped brain all in one. Call it the ultimate mash-up: Midomi takes what's hot right now in technology and entertainment trends for teens and young adults and spits it back out as the latest Silicon Valley dotcom.
 
Launched as a beta site earlier this year, the site hopes to connect tune-hungry net-izens to one another via music. When you just can't get a certain tune out of your head, and the actual title is fleeting in your memory, Midomi says don't sweat it, sing it! Just be willing to have your voice shared with the rest of the world (wide web) and be eager to have fellow users rate your performance. Your mini-masterpiece (or not-quite-a-masterpiece) will become a permanent addition to Midomi's search engine.

As a music-search tool, songs can be found by singing, humming, or whistling into a computer-connected microphone; the system then compares your recording to others and makes its best educated guess as to what you're searching for.

 
 
Midomi Brand In testing the site with a standard, internally based microphone on a PowerBook, the recording function was easy to use and did work—depending on your definition of successful searching. Even a baby's random grunts (yes, real ones) yielded results: from "Wu-Tang Clan Ain't Nothing Ta F**k Wit" and "Triumph" by Wu-Tang Clan to "Just Like Jesse James" by Cher, plus tracks by Jay-Z, Beyoncé, and Kenny Loggins, to name a few. Despite these disparate results from this extreme example, other users reported accurate results.

Genres are extensive, ranging from Billboard standards to christian/gospel, music for children, and spoken word. Results are shown not only as the original rendition but versions sung by other users, complete with social-networking-style profiles and performance ratings. If you're not quite sure what to search for, singing suggestions are available by genre with thumbnail images of CD covers to identify the original song.

Midomi reports having over two million legal music tracks available to purchase for the industry-standard price of $.99 a track, playable on Windows media players. While the site does run on Macs, it's compatible only with OS 10.3.9 and higher.

Design-wise, the site hardly has a presence, especially when compared with the fresh, sleek design of its closest competitor SingShot (also in beta). Midomi shares the same Halloween-orange primary color as its other close competitor, KSolo.com (again, in beta)—although, to its credit, Midomi doesn't cross the design-ugly line as KSolo does. The predominant feature of the Midomi wordmark is an eighth-note built into the "d" and echoed in white at the top of the splash page to match in music-note notation the Midomi name, which literally means the music notes E, C, E. ("Do Re Mi" are the first three notes of a C scale in solfege, which uses syllables to teach scales.)

The Sunnyvale, California-based company was started by two Stanford Ph.D. engineers, Keyvan Mohajer and Majid Emami, with millions raised from investors including Global Catalyst Partners, Amidzad, and Aydin Senkut (formerly of Google).

Mohajer and Emami also created a parent company, called Melodis, with aspirations to move into other related business areas. Next up may be speech recognition.

 

Alycia de Mesa is a brand consultant, speaker and writer with more than a decade of industry experience ranging from start-ups to Fortune 100 companies. Her latest book is Brand Avatar – Translating Virtual World Branding Into Real World Success (Palgrave-Macmillan).

*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
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