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"AUSTIN, Texas \u2014 Every year, hundreds of bands play live shows at South By Southwest. The music is good and memorable though when the conference is over, memories are pretty much all we have left. This year, however, might be a little different. Lively, a multi-platform, music app, plans on recording more than 100 performances (video and audio) and then offering them for in-app playback after the show.  Launched last year, Lively has had something of a slow burn. Catering to live-music fans who are willing to pay to hear and see their favorite performances on iOS, Windows and Android devices, the app has roughly 20,000 users. That could change, however, if any of the bands and their performances become must-see-and-hear events.  \nSee also: iBeacon Comes to SXSW\n\n\n\n\nThink of Lively as the legal way to enjoy those concert performances you've been capturing on your iPhone (and sometimes uploading to YouTube). \"Our goal is not to stop piracy or get you to put down your phone,\" explained Lively Chief Marketing Office Geoff Walker. Instead, Walker said, this is a way for fans to enjoy better-than-their-iPhone audio and video of concert and venue performances they might otherwise have to close their eyes to remember.  Lively records every performance with three HD cameras and a high-end audio system. Most audio performances, like the ones here at SXSW, will show up in the app within 12 hours. Video usually takes 24. The app, by the way is free. Users pay to download performances. Walker said the prices are set on a per-performer basis, with Lively getting 30% of the cut.  The app currently includes acts like The Fall of Troy, Aer and Keith Urban (some acts are free to access). It lets you play just audio or audio and video, There's also a selection of comedy performances. You can create a new account or sign in with Facebook where you can share your music activities. To listen to or watch a performance, you have to add it to your library. Then you download it from the Lively cloud and play it back on your mobile device. In our experience with the app, the video is sharp and the audio clean and clear.\nLively VP of Audio Engineering Zach Varnell and CMO Geoff Walker of Lively\n\n\n\nTo gain access to these bands and their performances, Lively made deals with a number of key record companies, including Universal, Sony and M-Theory. The company is also talking to most of the other label holders.  While some music aficionados might balk at paying for music they already paid to hear in a concert, they do get the benefit of quality, not having to store the large files and whatever bonus content Lively might offer with each performance. Walker said this can include interviews with the artist and other bonus footage.  It's an interesting concept and, considering how many people do record concerts with their mobile device, it may be filling a real use-case. The challenge will be convincing music lovers that this is the best way to enjoy their favorite live performances again. \nYou can find the app here."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2014/03/07/lively-app-sxsw-music/>