Marc Allan on his love for Blip.fm and an interview with Jeff Masuda, CEO Blip.fm*
*originally published in NUVO and reproduced with Marc Allan's consent
The Evite sounded innocent enough: "Join me on Blip.fm," my friend Alyson wrote (Yes, that's our own Alyson Ahrns who is working in NYC this summer). "It's like Twitter for music"
So I did. Three hours later, it was full man-on-Web site love.
If you haven't experienced Blip.fm, sign up. Then be prepared to get nothing done the rest of the day.
Blip.fm basically allows you to play disc jockey. As the deejay, you
search for songs you want to play and then blip (click on) them. The
tune – assuming it’s available – then streams in its entirety. Deejays
can add a Twitter-sized comment to go with each track.
DJs can try to attract listeners, and most do. Or they can do what I
do: play whatever I feel like hearing. If others want to listen in,
fine. If not, I don't care. I like being able to hear John Coltrane's
"A Love Supreme" and follow that with Sloppy Seconds' "I Don't Wanna Be
a Homosexual." Your mileage may vary. (My DJ name is Donald Hollinger,
by the way.)
In its simplest form, let's say you're sitting at your computer
and want to hear a song. You go to Blip.fm, find the song from among
the millions that are available and play it. If you want to hear
several songs, blip them and they'll play back in order. It's that
sweet.
Jeff Yasuda is CEO and founder of Northern California-based Blip.fm. In a telephone interview, he said the idea behind the site is to share your favorite music.
"Music is part of your social soundtrack," he said. "When you send a
particular song – even without any text involved – that song actually
has meaning. It's a fun way to interact with other folks."
Here's more of our conversation.
Marc Allan: Tell me the history of the site.
Yasuda: We launched Blip.fm in July 2008. It's really four dudes
here in a basement. We've been really lucky with the amount of buzz
we've received from music industry folks as well as the Web 2.0 folks.
Our users spend, on average, 30 minutes per visit and they're very,
very engaged.
Marc Allan: When you first thought of this, what were you trying to accomplish?
Yasuda: We had launched the company with a product called fuzz.com
and, long story short, it was a pretty tough proposition. It was a set
of tools and analytics for indie bands to sell their music and manage
their fan base. We had about 30,000 or so bands using the product, but
it was really tough to monetize. We sat down and thought: How can we
get this site viral? How can we get people interested and create a
compelling user experience?
Essentially, what happened was, my engineers sat down – sometimes
with our permission and sometimes obviously without our permission -
and just came up with the idea. They pitched it to the management team. We launched it as an experiment off fuzz.com and within a day we
knew this thing was going to take off. We decided to put all resources
behind it.
Marc Allan: You mentioned monetize. How do you monetize this?
Yasuda: Three different ways. One, you'll notice that with each of
the blips you probably saw a bunch of links – buy MP3s, get ringtones.
We've done partnerships with ticketing companies, with iTunes and
Amazon.
The second is advertising. We have a combination of certain display
ads as well as what I refer to as monetizeable actions. I spend a lot
of time talking to marketers at ad agencies, as you can imagine, and
one of the things they all agree is that they hate wasted impressions.
You've seen what happens on other Web sites when people stream all day
and minimize the browser and just play music in the background. There's
no way to monetize that user.
For us, it's a much different story. When the user blips a song or
searches for a song, when they reblip, add a song to their playlist,
these are all important actions. They tell me the user is engaged,
looking at the screen, and it's telling me the user likes the content.
The third way we make money is around licensing. Blip.fm is perfect for a mobile device – it's dynamic SMS [short message service] with music. On that
front, we're talking to several carriers and handset OEMs [original
equipment manufacturers] about licensing the Blip.fm application for
mobile devices.
Marc ALlan: Are there royalty issues you have to deal with?
Yasuda: There are always royalty issues you have to deal with. We're
working through that with all the major labels as we speak. Generally,
things are going pretty well. We're having these discussions, and I
think the labels all see the value in what we bring and how we can
create a much more organic way to market their artist. Music is now
coming from your friends, and that's a much better way to experience
music. I think the labels are smart enough to understand that.
Marc Allan: I know the point of this is to be social and share, but I had
the exact opposite reaction. I play music for me, and if anyone wants
to follow, great. But I don't care.
Yasuda: We don't dictate how users use the product. Sometimes you
have no idea how people will interact with your product. For us, there
are two primary uses. One is a passive, listening-only, sit back and
digest music. That's not the primary use, to be honest. The other,
which is much more active, is when you're sharing or blipping – DJing -
music all day long. That's how people are using the site the majority
of the time.
The majority of time spent on the site is not only by return
visitors but by users who are DJing to the masses. The other streaming
sites out there are only about finding you the right content. That's
important to me, but I'm much more about finding you the right people
who share your taste in music.
When I was a kid, the way I got my music was based on what the kids
down the street were listening to. The most compelling music discovery
is not when it comes from the computer or some algorithm but what it
comes from someone you like and trust and know.
*Our friend, Marc Allan wrote this piece for Nuvo, who we absolutely adore for their reporting, their social conscience – I could go on! Anyway, this was originally published on Nuvo's site but Marc has given us permission to share it with all of you!
Marc is a contributor to the L.A. Times, The Washington Post, as well
as Nuvo (he was the music critic for the Indianapolis Star too!). So thanks to Marc Allan and a shout out to Nuvo for all they do – Check their website for more on them!
Duncan Alney Facebook | Twitter | Naymz | Blip.fm
A collaborative approach from some of our twitter crew and us
This is shaping up to be a tough year for a lot of businesses. Yet we see many businesses doing well, and even growing. We decided to write this post by posting individual ideas to twitter and then getting additional ideas from our followers. Here's the first set. What about your ideas? You can post them here or to @firebelly on twitter.
- Connect emotionally by being trustworthy & doing what you say
- Rethink your approach honestly, admit your weakness, and embrace change
- Learn from the success of others. Modeling is a powerful strategy!
- Extend Your Runway, Conserve Cash via @Eric_Urbane. Read more here.
- Use an integrated email, SMS & social media strategy
- Motivate your employees – recognition & happiness! Read more here.
- Don't try to be everything to everyone via@amalney
- Continuously refine your message. When others understand what you do intimately, they effortlessly promote you via @robbyslaughter
- Don't confuse productivity & responsiveness. Productivity is getting things done, not replying as fast as possible via @robbyslaughter
An interview with Adam Small, Connective Mobile
Adam Small, Connective Mobile, and I have worked together for almost a year and a half, and this guy knows his stuff. Text messaging based marketing a.k.a. – SMS or text clubs – are starting to increase in popularity. The mobile phone is getting smarter and its definitely the most ubiquitous personal device we've ever seen. Its based on a permission based approach which is intrusive, easy to add to your marketing approach, and measurable.
Here are some of the highlights of our discussion:
1. Integrate mobile marketing into your overall marketing plan, and definitely to follow up on social media and email marketing. Of course you've got to promote the club so that people opt-in. This is pretty key. The work we do for YATS right here in Indianapolis is proof that a text club can grow organically, but they're an anomaly. Most text clubs need to be promoted to grow. If you'd like to read more – here is an article by Cindy Krum, who we've interviewed before.
2. Speak to your audience in the lingo that they're used to them. Its not about you. If you don't know this yet, fire yourself. It'll save who ever you work for a night of sleep. OR make your message about the audience and what you're prepared to do for them, how you live in their world. If you're marketing to professionals in a niche, use the jargon, and definitely (yes I know it seems obvious) don't use caps please.
3. Provide value. Nobody loves you that much to opt-in just because they love you. Even Britney Spears (who obviously has a marketing machine behind her) provides access and occasional personal messages as part of her value equation. When you or your client accomplish that level of success – you'll still find that your audience demands value, in fact, even more so.
4. Content is king. Not sure why so many PR folks still miss this in their marketing extensions outside of mainstream PR. By the way, I love PR people. I've been involved with PR for the better part of my career. Ad agencies. Hmm thats a different question for a different post. But, good content, is what works best. Exclusive, relevant and fresh content works best by the way.
5. Be concise. You've got 160 characters. Use abbreviations and get to the point quickly. Again learn the lingo and its essential to prioritize your messages. Don't try to cram it all in.
6. Innovate. There's all sorts of applications for this medium. You're only restricted by your own imagination and budget. We've used this in the waste management industry, retail and hospitality, and our own business to name a few.
Happy Texting Baby! BTW – here's a breaking piece on Nokia's plan to change the mobile game.
