Create a concept for the new mobile service ‘MusicDownloads’.The MusicDownload Party is an interactive cross-over concept between online, mobile and a live event where the mobile service itself is made a physical experience. It is aimed at music-minded young adults.In July and August 2005, during the weeks around the 2 day Dance Valley dance festival, consumers and Vodafone co-created the MusicDownload Party.It was a world’s first party where consumers created the playlist, played by DJ’s on mobile phones. The world famous DJ Armin van Buren made an exclusive mix from selected tracks chosen by consumers.