DoubleTwist, a universal media management desktop application for Macs and PCs, not only has a clever marketing team behind it but also seems to be something a lot of people have been waiting for. The free software, which works like a multi-platform version of iTunes with a social networking component, has been downloaded hundreds of thousands of times since it launched in February (exact number aren’t disclosed for the time being).

Users can share music files, photos or videos across (almost) any device via drag and drop and share the files with others. DoubleTwist’s main selling point: It supports hundreds of devices, from cell phones or mobile gaming devices to portable music players. For example, the software can sync all music files you bought on iTunes with your Blackberry, Nokia phone, Kindle or Sony PSP without you having to worry about file format compatibility. Media files can then be uploaded to sites like Flickr, Facebook or YouTube from within doubleTwist.