[caption id="attachment_18050" align="alignleft" width="640" caption="Wale performs at Coachella 2010 in Indio, Calif., April 2010. Photo: Michael Buckner/Getty Images"][/caption]
Since going public in May 2011, Turntable.fm has grown from an ally at the workplace into a bona fide rockstar, literally. As Wired reports, the team behind the social music platform have partnered with Wale’s Ambition tour to make Turntable the opening act, sometimes even billed as such on flyers. Instead of being greeted by the smooth sounds of the house CD player, or an actual musician, fans will notice a projection screen casting the official Turntable room of the tour. Fans at both the venue and at home can clamor for one of the five coveted DJ slots, and in turn have the opportunity to bless the ears (or perhaps successfully disappoint) an entire concert crowd.
Artists have been using the streaming music service for promotion for a while, chatting with fans directly and playing unreleased music under Twitter-like verified accounts. But this live event partnership is the first of its kind for Turntable. “I just thought it would be something dope, you know? Social networking is really important,” Wale told Wired. “Anything that’s social networking and music combined is definitely something that I want to be a part of, because I’m very hands-on with it.” Now, the fans get the chance to be hands on too, using their iPhones to help set the pre-show vibe. At least this way, if you completely botch your first DJ gig, you can hide behind the social media wall of anonymity.
Update: Thanks to the Turntable.fm folks, they've alerted us that Wale fans will have to enter a DJ battle in order to appear (virtually) on stage. Battles for the New Orleans/Austin/Los Angeles shows will go down on November 9 at 10pm EST/7pm PST and for the San Francisco/Seattle gigs, November 17 at 10pm EST/7PST. Check out the Turntable.fm blog for prize specifics and more details.