Imagine going to gig and receiving a curated playlist, perhaps even the entire concert on your mobile device after the show. Or getting notified of offers while you walk down the supermarket aisle. SonicNotify, a startup funded by MGMT’s record label Cantora, developed an App that does exactly that. It enables smartphones to pick up inaudible high frequency sound waves of live events, TV shows, radio or the web and transmits customised content back to the device.

On her Monster’s Ball-tour Lady Gaga let fans vote for the encore song via the App, it allowed buyers and journalists at New York’s Fashion Week to get close-ups of models walking past them, and partnerships with Twitter and Spotify could take viral marketing campaigns to a whole new level. SonicNotify sounds like a dream come true for advertisers looking for a new medium – but also beneficial for an audience that enjoys getting involved and gaining real-time access to exclusive content.