After 10 weeks of extensive customer discovery interviews and talking to people within our industry, we decided to focus our product on emerging musicians and music students who need to advance in their careers and connect with their peers in relevant ways. Here’s our new video.
We’re now more confident than ever in saying that if we really want to change the way the music industry works, we have to start with the source of the music: the artists, musicians, composers and industry professionals who work endlessly to advance in their careers. Our determination in strengthening our products to help artists and music students is now more prevalent than ever, considering the volatility of the music industry and the gatekeepers it has. We believe that by empowering them, greater opportunities will arise to connect with more fans and audiences, offering a wide array of music experiences powered by technology.
Music education and technology have been focused for many years on the ‘making of music’. I noted some of the first iterations of AI applied to music education and some of its results. However, we believe that music creation is not the problem that musicians are trying to solve. The biggest problem for these creative minds is how to advance in their careers in a meaningful and sustainable way, so their music doesn’t only reach friends and family, but actually makes substantial impact on many ears. Artists and musicians (from all types including everything from instrumentalists to managers and stage roadies) need a reliable, fast and efficient way to network with their peers. Not only for transactional interactions, but communicating through the language of music. In fact, during the span of 10 years of music education (usually between 16 and 26 years of age), one of the most valuable and important aspects of their careers is for them to be evaluated by their peers and professors. They need more and more content and inspiration to advance properly. Specially in today’s digital age, where access to information is endless, but they need to cut through the noise.
In our interviews, we found that more than 90% of young music professionals (either performers or music business-focused professionals) didn’t value that much the networking a platform like LinkedIn offered. You see, music is an intangible art form that doesn’t necessarily correlate to the number of years an individual may or may not have. Human beings are too linear, in the sense that we value more the number of years of experience a professional might have without prioritizing the level of competence said individual had at a particular job or project. In fact, 85% of job postings out there (including those for music related jobs) continually ask for years of experience. When in reality, musicians value the quality, breadth and impact of the music they created or the level of musicianship they have when performing. Young students and musicians don’t see LinkedIn as their ideal place to network. If they do have a profile, they do it because of peer pressure, thinking it will really help eventually or that someone will ‘discover them’.
The phrase “music jobs” on Google is one of the most popular and highest-search for phrases out there. According to our customer interviews, most of these job positions get filled through word of mouth and not the job posting. If one were to apply, shouldn’t music or your music projects be the main element within your application? What connections in your network could you leverage in order to get that word of mouth working to your advantage?
Based on our technology and the concept behind music scenes and the connections behind them, we noticed that by fostering in a more genuine way these connections, more opportunities may rise. By offering adequate content (music suggestions, articles, information and videos), we would be able to empower these artists with the right set of skills and connect them with the professional who will in fact help them advance in their careers.
We have a ton of new ideas and we’d love for you to be part of this new process. The road for a new world of music education lies ahead of us, and we’re confident that with the technology we’re building, we’ll be able to create these amazing connections between musicians and their peers in order to help their careers and eventually, help them offer new music experiences to their fans and audiences.