Local tunes Web & Mobile Apps: Design & Development NYU Stern – Professor Norman White 2013

1. Local tunesWeb & Mobile Apps: Design & DevelopmentNYU Stern – Professor Norman White 2013

2. 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 : overview

3. 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. : industry

4. SOCIAL LOCAL MOBILE (“SOLOMO”) : market trends

5. GROWING LOCAL Mobile Internet users reach route their trip home, read reviews of local restaurants and find the location of a nearby business. Local repertoire dominates the charts in many major markets including France, Germany, Italy, Spain and Sweden* ELECTRONIC DANCE MUSIC (“EDM”) Creamfields, Sensation, Beyond Wonderland, Euphoria, Stereophonics, Swedish Mafia, I Love Techno, Electric Zoo, Ultra MusicFestival and Luciano & Cadenza Vagabundosamong other cases of explosive growth and attractive fan demographics DIGITAL OMNIPRESENCE Digital channels help optimize monetization, better search and social presence ROCK, COUNTRY, LATIN** Country digital album sales up 38% Latin digital album sales up 22% Rock digital album sales up 18% BACK TO PHYSICAL? 5th consecutive year - more vinyl albums were purchased in 2012 than any other year (Nielsen SoundScan). Vinyl album 4.6 million in sales. In markets such as Japan and South Korea, cds and dvd music video sales increased strongly in 2012. QUALITY AND HONESTY “Consumers want to enjoy professionally produced content of a high standard” - Placido Domingo, Chairman IFPI : market trends *Digital Music Report 2013 - IFPI ** The Nielsen Company & Billboard’s 2012 Music Industry Report

6. KEY DRIVING FACTORS → ABILITY TO LISTEN TO MUSIC FOR FREE + DISCOVERY ELEMENT “free” selling points Cost: zero or approaching zero Portability: across all devices Mobility: wireless access to music Choice: access to any song ever recorded Remixability: freedom to remix and 'mashup' music WE ARE ALL IN IT TOGETHER “Think about that. It's the opposite of the rock star ethos wherein I make it and I leave you behind, I fly private and I pay you lip service but I want nothing to do with you. The deejays are all regular people. It's stunning how normal they are, other than the wear and tear of the travel. And they like the money, who wouldn't, but spinning doesn't seem to be a stepping stone. Everybody in straight music wants to be something else, a TV star, a clothing magnate. Deejays want the endorsements, but mostly they want to entertain, they want to motivate the crowd.” – fragment from “Electronic Music” by Bob Lefsetz, industry blogger (www.lefsetz.com) : consumer motivations

7. NY Live Music Venues - Paco LocalTunes will focus on Manhattan & Williamsburgh in the initial stage. The Bowery Presents is the main venue network for live music in NY, including Mercury Lounge, The Bowery Ballroom, Music Hall of Williamsburgh, Terminal 5 and The Wellmont Theater. With a rich rock, pop, indie and jazz programming including both established and upcoming artists, The Bowery has a strong online presence with ticketing services onsite. Other important venues and performing centers mainly for established acts are Radio City Hall, Manhattan Ballroom, Barclays Center (Jay-Z in Brooklyn), Madison Square Garden, Webster Hall. For smaller acts and upcoming bands, The Bitter End, Le Poisson Rouge, Rockwood Music Hall, Piano’s and the renown Mercury in the Village among many others. : venues

8. GROWTH IN EVENT DISCOVERY APPS - Liora → LOCAL SEARCHES Total 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 At the very moment a potential consumer is most likely to become an actual customer → DISCOVERY BRINGS DISCOVERABILITY Entrepreneurial challenge –event discovery is not only pushing demand but also event discoverability →HIGHER CONVERSION 77% of those who conducted a local search on either a mobile phone or tablet went on to make a purchase either in-store, online or over the phone → “I WOULD HAVE GONE TO THIS EVENT IF I HAD KNOWN ABOUT IT” Live Nation sells 60 percent of available tickets on average, a $2.3 billion-a-year pain point : background

9. COMPETITIVE LANDSCAPE - Liora Both music discovery and event discovery inform our product value proposition though we believe that event discovery apps are more relevant and direct competitors Event Discovery ▲SONGKICK Personalized concert calendar based on user’s bands and location The app allows the user to browse concerts anywhere, see ticket options and invite friends. The app recently added a feature of in-app ticket purchases, but this feature is limited to a small number of venues and concerts. While the app gets great reviews for event planning and for push notifications targeted at the user’s personal preferences, it fails to be a source of convenient and appealing discovery based on general and spontaneous preferences. ▲EVENSTER Pulls in 600,000 events per day across North America and Europe via the Zvents API, offering concerts, festivals, nightlife hotspots, theater showtimes, and sports events by using a recommendations system that learns user tastes through voting and allowing other users to see which events are trending. Not focused on music and very heavy on events that might be encumbering to the user’s experience. ▲EVENTFUL 70% of the events listed in the app are concerts though app is not tailored to music ▲WILLCALL Picks concerts in town, strikes deals with the promoters, and sells tickets through its app in the few days leading up to the show. You can open the app to check out available gigs or wait for push notifications about newly added concerts or alerts about which shows friends are buying tickets to. WillCall’s value-add is solving the low attendance problem. : sharks

10.  Music Discovery - Liora +500 licensed music services platforms including Spotify, Last.fm, Deezer and Pandora as key players and also: ▲SPOTIFY Spotify recently launched an enhanced influencer following system so that expert listeners, celebrities and big name artists can publish their playlists to followers and make the service a stickier social network. This is an asymmetrical following system, and a return to a more personal mode of discovery. ▲TWITTER MUSIC Twitter has taken over We Are Hunted, a service for finding new music online, and plans to use the technology to build a Twitter Music mobile app. The app is a personalized music-recommendation program that uses SoundCloud to stream songs. The app incorporates four logical-sounding tabs: Suggested, which suggests music based on users’ Twitter following activity; #NowPlaying, which features songs tweeted with that hashtag by people a user follows; Popular, which shows trending songs; and Emerging, which shows rising acts. : sharks II

11. : digital omnipresence

12. LocalTunes – Value Proposition - Liora 1. Our music focus will generate trust in a strictly-music service, providing an operational advantage since resources will be solely allocated to building relationships in the live music industry, as opposed to being spread out to other events. 2. The extreme focus in local is also an important advantage, since it will guide resources to create an effective way to engage a very specific but still wide audience – the NYC music event audience 3. Curatedconsumer experience and not volume of offering: app design will exceed sophisticated users’ expectations for a sleek & light app that is up to par with the feel they expect to get from the events themselves, thus providing a holistic experience not provide by other event apps. 4. Our team has strong ties with the NYC music scene as members of local bands who have performed in many venues around the city and as part of the entire music scene : competitive advantage

13. Product Overview and functionality- tech team Including: screenshots, main searches, main functions, moods : Product

14. Product overview

15. MOODS SELECTION • Using moods, instead of category to classify music. • Using different color stands for different moods of music. • Flatten user interface, easier but richer.

16. LIST VIEW V.S. MAP VIEW • We use list view to make RANKING happens. • We use a map view to simplify the way of getting GEO info. • Data mining of user behaviors provide us a way to be better. • All these based on a powerful backend.

17. MUSIC INFO • Free sample tastes through iTunes. • Creating events to your calendar. • Call for tickets or RSVP immediately.

18. BACKENDS

19. Development overview

20. PROJECT MANAGEMENT • We use pivotal tracker to control the process of development. • We develop in sprint pattern. • Work remotely but better communicate.

21. SUB VERSION CONTROL

22. Tech analysis

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

24. GOOGLE APP ENGINE

25. NO DB?

26. Tech slides (diagrams, how does the technology work, anything you think is good) – Tech team : Technology

27. why is LocalTunes better positioned to succeed? - Liora 1. Our music focus will generate trust in a strictly-music service, providing an operational advantage since resources will be solely allocated to building relationships in the live music industry, as opposed to being spread out to other events. 2. The extreme focus in local is also an important advantage, since it will guide resources to create an effective way to engage a very specific but still wide audience – the NYC music event audience 3. Curatedconsumer experience and not volume of offering: app design will exceed sophisticated users’ expectations for a sleek & light app that is up to par with the feel they expect to get from the events themselves, thus providing a holistic experience not provide by other event apps. 4. Our team has strong ties with the NYC music scene as members of local bands who have performed in many venues around the city and as part of the entire music scene : competitive advantage

28. Paco (Marketing + Venue/artist acquisition) Venues, Universities, industry bloggers, online travel agencies (“OTA’s”), social media, artists (spokepersons), recording studios guerrilla, rehearsal rooms, promoters, booking agents. Target Market: students undergrad, young professionals, tourism, push it through bloggers, NYC authorities : marketing plan

29. Future scope - Liora Data analytics to better know consumers, to create better recommendations and curate moods better: establish a “For You” tab of nearby events LocalTunes thinks you’ll like. Best case: surface upcoming concerts that the user either already had tickets for or would love to go to. Know the degree of “love for an artist based on number of songs on iTunes, Spotify, Last.fm, based on searches, etc. If it’s a really loved artist – maybe suggest them even if they are a bit further away. Very easily scalable to other cities and other countries Native social element to notify where friends are going Key component should be buying the tickets : marketing plan

30. Team - How amazing we are, be sure to include relevant experience to the project and any previous success stories – Everyone give your three sentences. : team

31. Future scope - Liora Data analytics to better know consumers, to create better recommendations and curate moods better: establish a “For You” tab of nearby events LocalTunes thinks you’ll like. Best case: surface upcoming concerts that the user either already had tickets for or would love to go to. Know the degree of “love for an artist based on number of songs on iTunes, Spotify, Last.fm, based on searches, etc. If it’s a really loved artist – maybe suggest them even if they are a bit further away. Very easily scalable to other cities and other countries Native social element to notify where friends are going Key component should be buying the tickets : marketing plan

32. Business Model - Paco Revenue sources: • commission, advertising, sponsored links (like Google search), timing • * Possible Premium service?? • * Expenses: costs and timing • * Cost drivers • * Perhaps an excel with forecasts : business model

33. Exit and Valuation - Liora Since the competitive landscape is still evolving, and is tangent to both the music industry and the live events industries, there is a strong prospect of an exit – either by selling to a large live music brand like Live Nation or to a technology company that wants to expand to a physical presence like Spotify • Instagram : exit strategy

34. : thank you