Well-funded social music service Crowdmix will launch in May, according to its co-founder and chief product officer Gareth Ingham.
He revealed the plans in an introductory speech at AIM’s Indie-Con conference on Friday in London.
“We think we’ve created a great new tool that will generate music streaming: will push people into the streaming platforms and drive them to stream more and share more music,” said Ingham.
“Ultimately one of the big things we’re trying to do is to create a new revenue stream from social. 50% of all the money that is made on the platform goes back to the artist community.”
Ingham also said that Crowdmix now has 160 people working in its London office, with additional staff in Los Angeles – including former Universal exec Rob Wells – New York, Mumbai and Melbourne.
“We’ve taken time and effort to create tools that support your existing revenue streams,” he told indie labels at the event. “We don’t think we’re trying to interrupt anything. We’re trying to build a platform that supports the new ways that people are consuming music, and generates engagement around that.”
Specifics of the Crowdmix app remain under wraps, but Ingham revealed a little more about how it’ll work.
“You download Crowdmix, then link all the different ways you listen to music. Through that you can join or create crowds of your own,” he said. “A crowd helps you to organically discover music through groups that you trust.”
Ingham talked about his own social networking as an example of the hoped-for demographic with Crowdmix: his Facebook network tends to be friends and family, while his Twitter network is work contacts.
“I’m into 90s hip-hop, there’s a lot of swearing in that, and neither of those [social networks] are great places to share that!” he said.
One of Crowdmix’s challenges will be persuading artists to maintain their profiles on the service – it may seem like yet another social network to create content for. Ingham said the company is promising to make it less of a chore.
“A big problem across current social platforms is that it takes a lot of time and effort to generate content… People say ‘think like a publisher’, and that’s all very well and good, but to think and act like a publisher in terms of pushing quality content out there takes time and work,” he said.
“At Crowdmix, we generate a lot of content, for one in terms of charts, and in giving you contextual information around the music you’re listening to.”
Ingham also said that a key part of Crowdmix will be its “massive network of influencers” that the company is cultivating. “People who have built large, engaged communities. We call them the Mixerati,” he said.
Come May, we’ll find out more about how those influencers will be put to work for artists by a startup that raised £13m in 2015 alone, with rumours of more funding to come.