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ReverbNation
SaaS
Founded2006; 13 years ago
HeadquartersRaleigh-Durham, North Carolina,
United States
Founder(s)Mike Doernberg, Jed Carlson, Lou Plaia, Robbert Hubbard, Steve Jernigan
CEOMike Doernberg
IndustryMusic
Employees90
ParenteMinor, Inc.
Websitewww.reverbnation.com
Alexa rank 10,641 (January 2018)[1]
Users3.8 Million+[2]
LaunchedOctober 31, 2006
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ReverbNation is an online platform that provides marketing tools and industry opportunities for musicians, artists, and bands to manage their careers [3]. Since its launch, the platform has introduced a number of applications and services such as music industry opportunities [3], Crowd Review [4], Band Profile Facebook app, CONNECT [5], Promote It [7][8], and TuneWidget [6].

In 2015, ReverbNation expanded upon its digital tools and services offering by developing “curation-at-scale” technology. “Curation-at-scale” combines data and human curation to present record labels, brands, festivals, and TV shows with the most promising artists on ReverbNation. This three-tiered curation system allows ReverbNation to listen to and analyze 35,000 artists a month [7][8].

ReverbNation’s current user base sits at over four million artists located in more than 100 countries [9]. The company was founded on October 23, 2006, and is headquartered in the Raleigh-Durham Research Triangle region of North Carolina.

Musicians and Bands[edit]

Alabama Shakes, Imagine Dragons, Bryson Tiller, Florida Georgia Line, Charlie Puth, Greta Van Fleet, Luke Combs, Mac Miller, Maren Morris, Nipsey Hussle, Granger Smith, Sylvan Esso, Kevin Gates, Slightly Stoopid, Kacey Musgraves, Rebelution, Mandolin Orange, The Civil Wars, Snarky Puppy, Pell, Allen Stone, Jazz Cartier, Yonder Mountain String Band, Walk The Moon, Anthrax, Judas Priest, Pretty Lights, Motley Crue, Rapsody, Cage the Elephant, Rachel Platten[10].

Business Model[edit]

ReverbNation operates on a freemium business model where basic services are free and additional features are offered via paid subscriptions. The platform generates revenue by selling paid membership subscriptions and à la carte marketing tools to artists.

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In addition to its paid membership subscriptions, ReverbNation also offers à la carte marketing tools, such as Promote It, Crowd Review, and Digital Distribution, that can be purchased with or without a membership subscription.

Platform and Features[edit]

  • Promote It is a digital advertising tool that enables artists to advertise their content to potential fans through customized digital ads placed on Facebook or major music websites such as Pitchfork Media, The Fader, and NPR Music. Within the tool’s interface, artists can choose where to advertise their content, adjust any audience targeting, customize a digital ad, and set a their campaign’s daily/weekly advertising budget. To measure the success of their campaign, artists can track their ad’s performance through Promote It’s Campaign Summary report, which presents key performance indicators such as total impressions, clicks, and media plays [11][12].
  • ReverbNation Industry Opportunities are exclusive music submission opportunities for paid members of the platform. Opportunities allow members to submit their Electronic Press Kit to music industry promoters and representatives to earn record deals, live gigs, radio airplay, blog coverage, sync placements, and more. Each opportunity has a set submission period where artists are eligible to submit. After the submission period is over, the opportunity’s promoter or representative will review all submitted material and select the artist(s) they wish to work with. Selected artists are then contacted directly by the promoter or representative and informed they have been selected. Some notable companies that have run opportunities with ReverbNation include Bonnaroo[13], Summerfest[14], Fierce Panda Records[15], and Rock Band[16][3].
  • Crowd Review is a market research tool that allows artists to have their finished or unfinished material heard and reviewed by verified, unbiased music reviewers. After submitting their song, artists are presented with a detailed report that provides “insight into what works in a particular song, what doesn’t flow quite right, and what else that artist could do to grab a fan’s attention to stand out in a musical landscape” [4]. Crowd Review reports come with various analytic measures and feedback, including an overall song rating, individual song ratings and written reviews from each reviewer, a ratings summary, distribution of ratings, quality of comments, and song listenability. As an upgrade, artists can enhance their Crowd Review report with “Advanced Insights,” which include songwriting analysis, audience identification, production quality test, and a commercial potential check [17]. To optimize its Crowd Review service, ReverbNation acquired Audiokite, a related music company whose market research platform provided artists with best-in-class music reviewing technology and data. According to ReverbNation CEO Mike Doernberg, the motivation behind the acquisition was to “fully integrate Crowd Review into other aspects of the site, including our ability to deliver more comprehensive and insightful information to promoters of festivals, licensing companies and radio at a much broader scale than we could through partnership” [4].
  • Introduced in 2008, ReverbNation’s Digital Distribution service makes it possible for artists to distribute their music on all major music platforms, such as Spotify, iTunes, Google Play, Apple Music, and Pandora Radio[18]. 'Over the last few years as streaming consumption has grown, ReverbNation has placed greater emphasis on connecting distribution to its other core promotional products,' said Michael Doernberg, CEO of ReverbNation, in a statement [19]. In October of 2017, ReverbNation introduced “Select Distro.” “With Select, artists get flat fee distribution on the 6 download and streaming services of their choice for $1 per track and $9 per album (up to 100 tracks) per year. Creators keep 100% of the income received [20]. In 2018, in its continued efforts to evolve and grow in the digital music distribution landscape, ReverbNation announced a partnership with FUGA, a digital distribution technology and services company [19].
  • Gig Finder gives independent musicians access to a database of over 600,000 venues and helps them customize their search based on location, name of the venue they wish to play to, places similar artists have played, and clubs the musician has performed at before [21].
  • FanReach is a comprehensive email marketing service for artists to use for band messaging email newsletters. FanReach allows ReverbNation users to customize (or upload their own) email templates, and content saved on ReverbNation loads directly into the email including songs, videos, schedules, ticket links, etc. In 2009, ReverbNation expanded the FanReach service to include Fan360; a data finder that searches the web for publicly available information about each fan on the mailing list, including name, gender, location, social network profiles, and social network popularity, allowing artists to run more targeted campaigns [22].
  • A feature called Band Equity measures popularity based on four metrics of its service: reach, influence, access, and recency. Artists are then ranked according to genre and location.[23][24]

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Artist Curation and CONNECT[edit]

In 2015, ReverbNation created proprietary 'curation-at-scale' technology that aids the company in sifting through its millions of artists and bands to locate the best talent. The technology uses a combination of Big data and human tastemaking expertise to review around 200,000 songs a month [25][5]. This technology allows ReverbNation and various promoters to identify and evaluate undiscovered talent for artist development deals and performance opportunities with major labels, or for large events and festivals like Bonnaroo[13] and Summerfest[7][26][27][28].

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ReverbNation CONNECT is an invite-only artist development program that helps to guide artists through their career and provide them access to ReverbNation's top-tier industry opportunities. Since its inception, the CONNECT program has hosted over 300 artists, each with their own dedicated manager. The program aims to help with all aspects of an artist's development, including studio sessions, sync licensing placements, publishing rights, live show development, social media strategy, and PR resources [29][5].

Events[edit]

  • In 2008, ReverbNation introduced a widget that allows its members to place content on web pages. This TuneWidget is a feature that directs fans back to additional content, such as music recommended by the band who created the widget [6][30]. The early success of TuneWidget set ReverbNation on a course of rapid growth, user adoption, and expansion.
  • In May, 2008, Judas Priest pre-released a track from its upcoming album on ReverbNation. Its label, Epic Records, described the use of the TuneWidget as 'a must have tool for any artist's viral campaign'.[31]
  • In Dec, 2009, ReverbNation partnered with Microsoft launching Playlist 7 sponsorship program where 7 top emerging artists were able to showcase their work through a song feature[32]
  • In January 2015, ReverbNation announced an alliance with Summerfest, the 'World's Largest Music Festival,' in which ReverbNation would become the festival's exclusive online submission platform for three years.[33]
  • In January 2015, ReverbNation announced the fifth straight year of Hard Rock Rising (in collaboration with Hard Rock Cafe), in which bands from across the world would compete in a battle of the bands competition for a spot at Hard Rock Rising 2015 in Barcelona, Spain.[34]
  • In 2015, ReverbNation and the performance rights organisationSESAC announced a formal partnership in which artists from ReverbNation's artist development branch CONNECT would be extended an invitation to SESAC.[35]
  • In the spring of 2015,ReverbNation partnered with Special Olympics to book more than 120 bands and artists for the Unified Relay Tour across America [36].
  • ReverbNation partnered with Special Olympics to book more than 120 bands and artists for the Unified Relay Tour across America in the spring of 2015.[37]
  • CONNECT Songs was launched in April 2015. The Music licensing program is run in partnership with Sentric Music, and it allows ReverbNation 'to provide administration services under a revenue sharing model with its artists.' [38][39]
  • In 2015, ReverbNation partnered with Hitcher media to create licensing opportunities in film, TV, video game, and ad spots for its artists. The program is available to its ReverbNation CONNECT artist development roster.[40]
  • In 2016, ReverbNation acquired AudioKite, a consumer research and opinion polling service for musicians to obtain feedback on their music. ReverbNation CEO Mike Doernberg reported the reasoning behind the acquisition was to 'deliver more comprehensive and insightful information to promoters of festivals, licensing companies and radio at a much broader scale' [4][41].
  • In 2016, Bonnaroo Music Festival partnered with ReverbNation to discover up-and-coming artists to perform at the next festival. Two ReverbNation artists were chosen to perform at the festival. According to Jeff Cuellar, Vice President of Strategic Partnerships and Co-Producer of Bonnaroo, 'We pride ourselves on helping develop up-and-coming artists by introducing them to our audience and we're thrilled to work with ReverbNation to discover new talent to bring to Bonnaroo this year' [13].
  • In 2017, ReverbNation was named to Fast Company’s list of the World’s Most Innovative Companies in the Data Science division [42].
  • In 2018, ReverbNation entered into a partnership with FUGA, a digital distribution technology and services company, to expand its power in digital music distribution. ReverbNation CEO Mike Doernberg said that “ReverbNation has placed greater emphasis on connecting distribution to its other core promotional products. FUGA's platform gives us the technical power we were looking for without us having to sacrifice flexibility' [19].

Awards[edit]

  • Inc. (magazine) Top 500: Rank #345 (2013) [43]
  • Inc. (magazine) Top 5,000: Rank #1000 (2014) [43]
  • Fast Company listed as one of 'World's Most Innovative Companies' in the data science division (2017) [42]

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References[edit]

  1. ^'ReverbNation Site Overview'. Alexa.com. Retrieved 2015-03-17.
  2. ^'Hard Rock and ReverbNation Call Artists for Hard Rock Rising Battle of the Bands'. MusicConnection.com. 2015-01-06.
  3. ^ abLynch, John. 'How the 'Facebook of music' is using big data to find the next pop star'. Business Insider. Retrieved 2019-01-24.
  4. ^ abcdMcIntyre, Hugh. 'ReverbNation Acquires AudioKite To Better Consumer Research For Musicians'. Forbes. Retrieved 2019-01-24.
  5. ^ abc'ReverbNation CONNECT is Curation at Scale'. Amplify. 2015-11-03. Retrieved 2019-01-24.
  6. ^ ab'Gigs & Bytes: Judas Priest's Widget / Metallica's Mission'. www.pollstar.com. Retrieved 2019-01-24.
  7. ^ ab'ReverbNation: A&R, brands and becoming 'a musical Tinder''. Retrieved 2019-01-24.
  8. ^'ReverbNation Launches Curation-At-Scale, Drives Booking At Summerfest, Major Festivals'. hypebot. Retrieved 2019-01-24.
  9. ^'Hard Rock Calling Emerging Musicians for Hard Rock Rising Competition'. Music Connection Magazine. 2017-02-28. Retrieved 2019-01-24.
  10. ^eMinor. 'ReverbNation : Artists First'. ReverbNation. Retrieved 2019-01-24.
  11. ^'ReverbNation Expands PROMOTE IT Ad Platform To Premium Music Sites'. hypebot. Retrieved 2019-01-24.
  12. ^'What Artists Should Know About ReverbNation's Promote It'. Passive Promotion. 2011-09-28. Retrieved 2019-01-24.
  13. ^ abc'Bonnaroo Partners With ReverbNation To Find New Artists'. hypebot. Retrieved 2019-01-24.
  14. ^'Summerfest and ReverbNation Open Artist Submissions for Opportunity to Perform during 2019 Festival | Summerfest, The World's Largest Music Festival'. Summerfest - The World's Largest Music Festival. Retrieved 2019-01-24.
  15. ^'Fierce Panda Records'. www.fiercepanda.co.uk. Retrieved 2019-01-24.
  16. ^B, Harmonix in Rock; studios, Harmonix is one of the world’s leading independent game development; B, best known for creating blockbuster franchises like Rock. 'Special Rivals DLC Release! Discover: ReverbNation and Firefly Music Festival Pack!'. www.harmonixmusic.com. Retrieved 2019-01-24.
  17. ^eMinor. 'Crowd Reviews - Unbiased Fan Feedback'. ReverbNation. Retrieved 2019-01-24.
  18. ^Buskirk, Eliot Van (2008-10-14). 'ReverbNation Takes On TuneCore With Cheap Music Distribution'. Wired. ISSN1059-1028. Retrieved 2019-01-24.
  19. ^ abc'Distributor FUGA Announces New Deals With ReverbNation & Mom + Pop Records, Expansion in US, UK & Italy'. Billboard. Retrieved 2019-01-24.
  20. ^'ReverbNation Launches Lower Cost 'Select Distribution' [UPDATED]'. hypebot. Retrieved 2019-01-24.
  21. ^'Getting Gigs, Pt. 2: The Hunt For Bookings'. hypebot. Retrieved 2019-01-24.
  22. ^'ReverbNation Launches Fan Reach Pro'. hypebot. Retrieved 2019-01-24.
  23. ^'Bits & Briefs'. 120 (15). Billboard. 2008-04-12.
  24. ^'Band Equity: A Better Measurement Than Song Charts'(PDF). eMinor, Inc. 2008-03-17. Retrieved 2008-05-29.
  25. ^'ReverbNation Launches EchoMusic App, Helps Indie Music Fans 'Discover The Undiscovered''. hypebot. Retrieved 2019-01-24.
  26. ^'ReverbNation Partners With SESAC, Announces CONNECT Artist Development Incubator'. hypebot. Retrieved 2019-01-24.
  27. ^'Summerfest and ReverbNation To Provide Artists Free Submissions To 'World's Largest Music Festival''. hypebot. Retrieved 2019-01-24.
  28. ^'ReverbNation and Hard Rock Partner For International Battle Of The Bands'. hypebot. Retrieved 2019-01-24.
  29. ^'Exec Profile: Simon Perry of ReverbNation - Page 2 of 2'. Music Connection Magazine. 2015-10-19. Retrieved 2019-01-24.
  30. ^'TuneWidget'. web.archive.org. 2008-05-29. Retrieved 2019-01-24.
  31. ^'Judas Priest Single 'Nostradamus' Blows Up With ReverbNation Widget'. Blabbermouth.net. 2008-05-08. Archived from the original on 2008-05-08. Retrieved 2008-05-28.
  32. ^'Microsoft Sponsors Song Download Promo on ReverbNation'. 2009-12-08. Retrieved 2015-03-17.
  33. ^'Summerfest and ReverbNation To Provide Artists Free Submissions To 'World's Largest Music Festival''. HypeBot.com. 2015-01-22. Retrieved 2015-03-17.
  34. ^'Hard Rock Rising 2015 Battle of the Bands launches'. Music News. 2015-01-12. Retrieved 2015-03-17.
  35. ^'ReverbNation Partners With SESAC for Artist Development Initiative'. Billboard. 2015-03-24. Retrieved 2015-03-25.
  36. ^'ReverbNation Is Looking For A Few Good Bands'. Pollstar. 2015-04-14.
  37. ^'ReverbNation Is Looking For A Few Good Bands'. Pollstar. 2015-04-14.
  38. ^'ReverbNation Launches Music Publishing Division, CONNECT Songs'. All Access Music Group. 2015-04-22.
  39. ^'ReverbNation Launches CONNECT Songs Publishing Services In Partnership With Sentric Music'. Hypebot.com. 2015-04-22.
  40. ^'ReverbNation Teams with Hitcher For Placements'. Music Connection. 2015-06-15.
  41. ^'Audiokite | Market Research for Every Musician'. Retrieved 2019-01-24.
  42. ^ ab'ReverbNation: Most Innovative Company'. Fast Company. Retrieved 2019-01-24.
  43. ^ ab'ReverbNation Inc. 5000'. Inc. Retrieved 2015-03-17.
Retrieved from 'https://en.wikipedia.org/w/index.php?title=ReverbNation&oldid=884275105'

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