U:Move

    Celebrities endorsing name-brand products on TV is nothing new.  But world-class DJs and producers using a company’s cutting edge music technology available for viewing on the company’s youtube channel is pretty cool.  You may remember a similar video released from the Native Instruments camp a couple of years ago that highlighted turntablist, DJ Craze, getting busy with Traktor Scratch Pro and a Kontrol X1 (watch it HERE).  This latest video promoting a Native Instruments product features soul/funk artist, Jamie Lidell, on his iPhone reinterpreting “A Little Bit More” from his 2005 album, Multiply, with NI’s iMaschine app, as they’re calling it.  The description in the youtube link says that Lidell’s iMaschine exhibition was basically done on the fly.  iMaschine is now available as an iTunes app. 

    For more on the iMaschine, CLICK HERE.