Bellrock Media's U.S. subsidiary, Moderati, has released the next edition of "Romplr," its interactive mobile music platform.

The company has teamed up with electro-hop superstars, LMFAO, to allow people to create their own mixes from three of the band's hits -- "I'm in Miami, Trick", "Yes" and "La La La." Using the key elements of the song, Romplr lets fans create their own unique versions and share them with their friends.

With Romplr, fans can connect to artists' music in a whole new personal way by creating their own versions of a song and being part of the creative process. Mobile Marketer's Jordan Crook interviewed Jon Vlassopulos, CEO of Moderati. Here is what he said.

What's the strategy behind this application launch?
I came to run the company at the beginning of the year. I have always had this notion that fans love to interact in real time with their creative media.

Music has never advanced to the interactive stage. It got stuck in digital retail and I was wondering if there's anything we can do to make it more interactive.

Ring tones are still healthy but not growing at the same rate they were before. For the music industry, and fans, we asked ourselves ?can we create something new for everybody?'

That was the general thinking around Romplr. We put all that in the product soup and I came up with this product.

In all the tracks you hear and love, you can buy the individual pieces of the track and you will have this fun interface where you can play around with it but need no technical expertise.

With the social aspect, you can post it to your Facebook. We want it to be cross platform.

Why is mobile a good platform to promote music and make it interactive?
We did a lot of research and I've seen that the one thing you don't leave home without is keys, mobile phones and children.

It's such a portable thing. They are miniature computers. The capabilities of the devices are incredible.

Ringtones used to be the user's way to have some personalized expression on his or her mobile phone.

People like expressing themselves with music and this is the next generation of that. The DJ community is evolving and they are using iPhones as their mix tool. Mobile can do the job really well, when you're out and about.

A lot of people are social networking on their phones too and we wanted to use that as a funnel.

How is this application being monetized and promoted?
Consumer transaction. At the moment its three songs in a Romplr pack. You purchase by artist and get three tracks for $2.99 through the application.

We've been getting a lot of interest from advertisers. If you are a brand and you have a huge reputation for endorsements with artists or shows, you want Romplr to be a part of your campaign.