PHILYMACK IS ABOUT THOSE APPS

Phil McIntyre has teamed up once again with Kevin Jonas II and Joe Jonas to expand the artist management unit Philymack into the world of mobile apps, with a brand new venture called Philymack Games.

The company has two mobile games in the market already, and have made a point to differentiate their product from the role-play, story-based offerings that celebrities such as Kim Kardashian have developed in order to create an experience around the more addictive, irresistible pull of a game like Candy Crush.

In October, Philymack Games released an app centered around Joe Jonas' band, DNCE. To play, users pick one of the four band member characters and jump them from balloon to balloon without falling like Super Mario while instrumental tracks from the band’s album play in the background. It's a fierce play on integrated music marketing.

The second game was released just last week and themed around Philymack management client Demi Lovato as Demi Lovato's Zombarazzie Adventure, which is an intricate puzzle game that has already managed to rack up session times of over 10 minutes.

During a recent panel at the Fast Company Innovation Festival McIntyre explained of the new venture, "[Kevin and I] looked at each other and said, we have this incredible roster of artists, they love playing mobile games themselves, we have the means of distribution, this could be a recipe for something magic."