Social media managers looking for inspiration could well take a leaf from Soundrop, the burgeoning interactive “listening room” music service.
After attracting $3 million in investment last year and first coming to market as an app on Spotify, Soundrop is looking to break down the beat in other areas with its new web version.
Currently available only in beta, it allows music lovers to plug straight into pre-existing music rooms that are categorized by genre, artists or ‘moods’, by using Spotify’s relocation to the web to break out the audio component and link it up with videos posted to YouTube.
That might seem like a healthy degree of innovation, but where Soundrop really scores is in its accessibility. Spotify may currently be readily available in 28 territories; but Soundrop has global reach. Wherever Spotify fails to work, Soundrop kicks in and reverts to locating music uploaded to YouTube and Vevo.
Evolution not revolution
While some may see this as biting the virtual hand that feeds it, Soundrop CEO Inge-Andre Sandvik is in no doubt that these developments are advantageous for both parties. Soundrop is not about creating a service that competes with Spotify he says, it’s more about letting different audiences know what they [Soundrop] are offering: “This is not competing. It’s more targeted to all the YouTube users out there that now can get curated playlists, and piggy back on all the great curation from all the Spotify users.”
That’s not to say that the potential for exposure stops there either. The web version has the capacity to synchronize users across platforms by melding those using Soundrop’s Spotify app as well as its Facebook app, thus bringing listeners together by exploiting it’s native capability to sync audio and video.
Driving success through social
So that’s the present – but what of the future? Well in a move that will interest community managers and has certain parallels with the Twitter #Music service, Sandvik’s plans include moving outside the confines of Spotify and adding further music streams to provide a real window on what’s trending. There will also be a function that allows users to swipe tunes that they’re listening to in the web player and add them to their
Stay tuned, indeed.