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Your mood – New York’s Music

Local Tunes. Your mood – New York’s Music. Web and Mobile Apps: Design and Development NYU Stern | Professor Norman White | Spring 2013. Industry trends.

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Your mood – New York’s Music

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  1. LocalTunes Your mood – New York’s Music Web and Mobile Apps: Design and Development NYU Stern | Professor Norman White | Spring 2013

  2. Industrytrends

  3. MUSIC INFLUENCES EVERY ASPECT OF LIFE, CREATING VALUE FOR A BROAD RANGE OF BUSINESSES FROM CONCERT PROMOTION, MERCHANDISING, VENUES, AND BROADCASTERS TO DIGITAL/SOCIAL PLATFORMS, DEVICE MANUFACTURERS, SEARCH ENGINES AND RETAILERS +500 LICENSED MUSIC SERVICES SOCIALLY INTEGRATED OFFERING OVER 30 MILLION TRACKS, PROVIDING MASS MARKET/LOCAL NICHE REACH FOR GEO-TARGETED CAMPAIGNS BASED ON PROFILE DEMOGRAPHICS, MUSIC TASTES AND MARKET TRENDS “ACCESS” MODELS --SUBSCRIPTION, STREAMING & PRODUCT BUNDLING-- DRIVING DIGITAL COMMERCE AND MOBILE INTERNET EXPANSION

  4. 23.3b (US, Japan, Germany, UK, France top markets)* 5.6b (over a third of total industry revenues 34%)** 3.9b* RECORDED MUSIC DIGITAL MUSIC PUBLISHING RECORDED MUSIC DIGITAL MUSIC PUBLISHING RECORDED MUSIC DIGITAL MUSIC PUBLISHING RECORDED MUSIC DIGITAL MUSIC PUBLISHING RECORDED MUSIC DIGITAL MUSIC PUBLISHING RECORDED MUSIC DIGITAL MUSIC PUBLISHING RECORDED MUSIC DIGITAL MUSIC PUBLISHING LIVE NATIONis the largest live entertainment company generating 22,000 live music events in 2012: concert business 3.9b ticketing 1.4b artist management 400m sponsors/advertisers 248m*** *10-K Annual Report – Warner Music Group 2012 **Digital Music Report 2013 – International Federation of the Phonographic Industry (“IFPI”) ***10-K Annual Report – Live Nation Entertainment, Inc.

  5. SOCIAL LOCAL MOBILE (“SOLOMO”)

  6. LIVE MUSIC in NY • + 100 full-time music venues spread in Lower East Side, Greenwich Village, Williamsburg, Bushwick, West Village, Midtown, Theater District, Upper West Side and other neighborhoods • Rich and diverse width of offering from rock, folk, jazz, pop, indie and blues to electronic, R&B, world, country, funk, classical, reggae, comedy, burlesque and poetry among other expressions • Live music enriches culture life of New York. One of the most preferred forms of entertainment by both tourists and locals • Online ticketing systems allow commission-based partnerships

  7. LIVE MUSIC in NY

  8. LOCAL and EVENT DISCOVERY • Local Searches: • 113.1 million for mobile phones and 38.7 million for tablets (December 2012) • App-based local searches nearly doubled in the past two years • SoLoMo Opportunity: Higher conversion rate • 77% of those who conducted a local mobile search went on to make a purchase either in-store, online or over the phone • Growth in event discovery Apps • Opportunity: “I would have gone to this event if I had known about it” • Live Nation sells only 60% of available tickets on average • A $2.3 billion-a-year pain point

  9. CompetitiveLandscape

  10. THE COMPETITION • Value proposition draws from music discovery and event discovery • Event discovery apps are more relevant and direct competitors

  11. THE COMPETITION • 600,000 events per day across North America and Europe (concerts, festivals, nightlife hotspots, theater show times, and sports events) • Recommendations system learns user tastes through voting and allows other users to see trending events • Not focused on music, encumbering to the user’s experience • Aims to index every event on earth • Relevant competition since 70% of events are music • Building music recommendations capabilities • UI criticized often • Not focused on music, and experience isn’t a good fit

  12. THE COMPETITION • Picks concerts, strikes deals with promoters and sells tickets in-App in few days leading up to show • Push notification available for newly added concerts • Alerts about friends buying tickets • WillCall helps with low-attendance challenge • Personalized concert calendar based on user’s bands and locations • User can browse concerts, see ticket options and invite friends • Recently added in-App ticket purchase. Feature is limited to small number of venues and concerts. • Good for planning, not convenient for spontaneous preference-based discovery

  13. THE COMPETITION • Second tier competition: over 500 licensed music services platforms including Spotify, Last.fm, Deezerand Pandora • Recently launched enhanced influencer following system with expert listeners, celebrities and big name artists playlists to make service stickier • A return to a more personal mode of discovery (the radio station DJ) • Twitter has taken over We Are Hunted, a service for finding new music online, and will use the technology to build Twitter Music mobile app • A personalized music-recommendation program that uses SoundCloud to stream songs • Includes: Suggested, #NowPlaying, Popular and Emerging.

  14. LocalTunes’ EDGE • MUSIC FOCUS: generate trust • Operational advantage: Relationships with live music industry • Marketing advantage: Users care about music experience • LOCAL FOCUS: • Effective use of resources • Management team with strong ties in NYC music scene • Great familiarity with audience and market • CURATION: Sophisticated user’s expectations exceeded • Not focused on volume -> Light and sleek app -> holistic experience • Users CARE ABOUT MUSIC EXPERIENCE

  15. Productoverview

  16. MAIN MOOD FEATURE • Moods, instead of category to classify music make App more tuned to music vibe • Different colors stand for different moods of music Moods -- Jazzy and Bluesy, Velvet Rock, Alternative Pop, Happy Pop, Global Niche, Mandala Vibe, Be Water, Metal Harmonium, Electro Vinyl, Soul and Romance

  17. SLEEK UI • Select Mood • Get list of events • Select an event to view details Advantage: flatten user interface, less but richer.

  18. LIST VIEW vs. MAP VIEW • List view allows for RANKING • Map view to simplify getting GEO info • Data mining of user behaviors allows App learning and personalized ranking. • All these based on a powerful backend

  19. MUSIC INFO • Free sample tastes through iTunes • Integration to event creation on user’s calendar • Call for tickets or immediate purchase

  20. Developmentoverview

  21. PROJECT MANAGEMENT • Pivotal tracker to control the process of development • Development in sprint pattern • Work remotely and communicate better

  22. SUB VERSION CONTROL

  23. Techanalysis

  24. JQUERY MOBILE • Easy to learn • Cross-platform • Lightweight • Markup-driven, fast develop • API support

  25. GOOGLE APP ENGINE • Auto Scalabale, Highly Available PaaS • Easy Deployment and Server Setup (GAE sdk java) • Reliability, Performance, and Security • Key Value Storage (Map Reduce functionality) • Cron Jobs – Scheduled Jobs, Since app makes about 1000 API calls to different APIs for events on each day. Cron jobs are used to pre-fetch all the event data for a day, store it and use to serve requests • DataStore And Memcache used to store data. Memcache is used to cache frequently requested data. • Since all data is stored analytics can be performed (where the requests are coming from and what is the general mood of the people/which mood is most searched)

  26. BEHIND THE SCENES • API for populating all events for a day • http://localtunesevents.appspot.com/getEvents • API for getting the list of moods • http://localtunesevents.appspot.com/getMoods • API For Getting Events for the day as per the mood • http://localtunesevents.appspot.com/getEventsJson?moodName=<moodName>&lat=<latitude>&long=<Longitude>&date=<yyyy-mm-dd> • MoodName is Compulsory • Rest are optional

  27. USE CASE

  28. NO SQL? • Entity Attribute Value Model

  29. DATA FLOW

  30. Business plan

  31. MARKETING PLAN Our marketing goals and actions will focus on the undergrad students, young professionals and tourists • Marketing: socially-integrated app campaign to create brand awareness • Curate shows at key venues • Secure representative artists as spokespeople • Communicate across multiple platforms including street advertising, new media and in-venue presence • Artist and venue acquisition: build rich network of partners to grow the app at initial stages • Industry blogs, venues, promoters • Music schools and recording studios to attract artists. • NYC authorities and cultural organizations like Music Unites, Road Recovery, The Jazz Foundation, Sickday House Calls and The Staten Island Creative Community

  32. CASH FLOWS Revenue Streams Advertising & Sponsored links (Sponsored shows appear on top) + Commission-based venue partnerships + Premium service with special benefits and members discounts = LocalTunes will reach out to NYC venues and develop strategic partnerships to increase brand awareness, support local musicians and drive revenue Costs Drivers LocalTunes’ team will develop app and its 4 key members work on the following operating areas: Sales Support Strategic Partnerships Finance & New Business App Design & Development

  33. FUTURE SCOPE • Business Front: • Stickier social: notify where friends are and which concerts they’re going to • Data Analytics to get to know user and curate moods: “degree of love” for an artist based on number of songs on iTunes, Spotify, Last.fm • If especially loved – surface concerts even at a distance • Sign venues to direct in-App ticket sales • Sell API keys for our functionalities • Further into the future: scale into other cities

  34. FUTURE SCOPE • Tech Front: • By prototype due date: • Favorites tab • Mood menu graphics • In the future: • Establish a “For You” tab: Best case scenario: surface upcoming concerts that the user either already had tickets for or would love to go to. • Integrating to phone calendar to create events • Compatible app for venues to directly connect to LocalTunes and manage booking • IN-APP TICKET PURCHASE

  35. MANAGEMENT TEAM Kevin Qin: Software developer and Search expert at eBay and Microsoft Bing. MSIS at NYU Courant. NachiketPanse: Developed apps with over 100k downloads in stores, incuding video recommendation apps using Map Reduce. MSIS at NYU Courant. PacoNaveira: Composer & Musician, NYU Stern MBA 2013, Entrepreneurship & Innovation. Brand Strategy Teaching Fellow. Shakira’sTeam Project Manager,“WakaWaka (This Time For Africa)” philanthropic campaign 2010,The Pop Festival (Latam Tour) 2011 Liora Schocken: mobile telecommunications from IDF Intelligence unit. Digital strategy at CBS Interactive. MBA at NYU Stern. Keyboardist in NYC best venues the past two years.

  36. SHOW US THE MONEY! • Competitive landscape constantly shifting • Big players looking for an edge (Spotify, Twitter, SK) • Live Music under-attendance challenge • Online looking for offline presence • Offline looking for mobile presence Valuation: $6 million Valuation: $37 million Valuation: +$250 million

  37. Demo

  38. Thank you

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