What a beautiful headline: “Our third product is the first to work”
Jakob had a chat with Alexander Hüsing from ‘Deutsche Startups’ about Groovecat and our recent developments. Nothing would be better than that, because we were able to go a bit more into detail in the interview. If you like to check it out, click here to read the whole interview. As it is in German, we provide you with a translation below ♥
Enjoy the read.
Which problem do you want to solve with Groovecat?
With our approach we solve a fundamental problem in musicological research and the commercial use of music: that one does not know which individual emotion a piece of music triggers in combination with a certain situation. That’s why the choice of music, for example in commercials or films, is nowadays still very cumbersome, expensive and, of course, associated with a great deal of uncertainty. We solve these problems in music selection in the B2B area with a new categorization of music via our B2C app Groovecat, with which our users can capture their music moments: this feeling when the music you are listening to fits perfectly to the situation you are currently in.
How exactly does this work?
Whenever our Groovecat user has such a musical moment, he can simply record a video of his moment in Groovecat, which is then automatically connected to the currently playing music from his streaming service or the environment. Other users can see and listen to these music moments and also save the songs directly in their streaming service. We are therefore an alternative, audiovisual social network for discovering and sharing musical moments. As an additional benefit, musicians and music labels can monetize their own music directly, because every shared musical moment automatically generates plays on the streaming service of the individual user.
Every week dozens of new start-ups are created, why is Groovecat a success?
We have been at the start as a team for over two years and have founded our company from our Master’s degree at the Popakademie in Mannheim. We had the chance to grow organically, in which the Popakademie and Mannheim as the founding city with its various players such as Startup Mannheim, the Creative Commission and the Economic Development Agency played a major role. We got a lot of support right from the start. I also believe because we have always been good at communicating that we really mean business. That we don’t just start up to tinker around in the start-up world, but because we really believe from the bottom of our hearts in what we do. But of course we also experienced at first hand how difficult it is to be a music startup in Germany and how much headwind you get. We also had our lows and buried ideas and dreams in order to grow out of them anew. It is our third product and the first one that really works.
Which projects have you implemented before?
Our first iOS prototype showed users what music people around you are listening to and should encourage social interaction. We tested the proto and were unable to validate the idea. Then followed the pivot to music moments – early 2017 – for which we created an Android MVP, only with photos. Didn’t validate either. Our third product, the iOS version of Groovecat with videos, finally generates KPIs that completely exceed our expectations.
How exactly does your business model work?
The musical moments help us to understand which music evokes certain emotions and thus also actions in different situations. We make these insights available for businesses of all kinds. That doesn’t mean we’re gonna tell them User Michael Müller likes to listen to Bushido at the subway station. Rather, the song’Heartbeat’ by Zola Blood would have fitted the advertising situation of the new Mercedes A-Class spot better than the one they chose. The application examples for this are naturally manifold, from in-store music to games, films, music research and medicine to music branding. Our first customers will be music consultants who can use our tool to support their work and justification to the customer.
Where does Groovecat stand in one year?
Ideally, in one year we have already left our first footprints on the American market and created a Groovecat community with which our users identify. Music should also be the core of Groovecat in one year. Starting next year, we also want to earn our first sales with our B2B tool for music selection, but at the same time offer this data to the user so that he can filter, for example: Hey, I’m standing on the beach in Thailand right now and I’m super happy, but I don’t know what to hear, please suggest something, Groovecat.