There's a whole lotta game playing going on.

Shazam is a game. The miracle app – powered by melodically-sensitive witchcraft, whatever the press releases say - is used by teenagers to settle their arguments, bolster their hipster-chat arsenal and, predominantly, to scratch their ever-itchy minds. All three require societal points to play with, and Shazam provides them by the bucketload.

(A useful insight into the artful value of Shazam emerged earlier this year at AIM’s brilliant sync conference at Proud ...