The project will rely on datownia, the cloud-based API-creation platform owned by Release Mobile, to gather information from the record labels, aggregating it into a single database and then presenting the information in a web application which creates a multimedia website per record label.
William Lovegrove, founder and CEO of Release Mobile, explained the ratio of the project: "[PIAS], as a service provider and also a record label in its own right, collects lots of promo and marketing information such as tour dates, media activity reports, photos, etc. which is sent over by its labels and artist managers. The information is typically provided in an unstructured manner such as frequent emails which makes it challenging and time consuming to fully exploit".
Steven Godard, Strategic Systems Development Director of [PIAS] explained: "The power of the datownia platform is that it is incredibly simple for our labels to work with yet provides us with a crowd-sourced high quality database. [...] Basically, all the labels need to do is input their data into an Excel document. Datownia accesses that data and creates an API out of it in real-time. It clearly reduces our work load and enables labels to share their Artistsâ€™ story through simple data entry rather than successive email updates".