Mobile Game

When an item is first added to a closet, it is worth 50 points. The first time it's swapped, it becomes worth 100 points, then 200 points the second time and so on. These points then become each user's total, displayed in leaderboards. They also, importantly, show which items are the most popular among a group of friends.

Sun Inensu us is to combine music, games and social functions, with particular emphasis on 12-15 year-olds with the digital music and social networking have grown.

"For this target group, it 's all about access to music, rather than owning it. YouTube their MTV is," said Bozek, who points out that, increasingly, artists' music videos are shot with YouTube in mind, not TV in the living room. "We think that young people have a very personal and emotional connection to music. It 's part of their identity ... But the complications of music licensing still holds us back."

Bozek cited Turntable.fm, the U.S. social music site that people can DJ for one another with their own MP3s, as inspiration. It is still available in the U.S., but was locked out due to licensing reasons. "There is a real-life scenario depend on people and played mirrored disks," said Bozek. "And it was also to discover music through other \."

By Super Fan wants to Inensu gamify fandom, with a mix of games, leaderboards, chat and other social functions. "We call this a fan club 2.0, because fan haven 't really changed," said Bozek. "We 're not involved really in the music license itself. We believe there are a whole bunch of other things going on around the music that we mean don' t have to access the recorded music market itself to . focus "

Super Fan will start in a private beta in a few weeks 'time. Inensu is to some labels about how they speak to commit in the future.