Disrupting the streaming music market is extremely difficult to do, given the entrenched positions of Pandora and Spotify in the world market. But Brazilian company SuperPlayer is doing just that, with its streaming music service that is simple, curated, and effectively halves the price of Spotify’s Premium service in Brazil. With the ability to listen to music offline without consuming data, Spotify should be worried.
But the most impressive disruption that SuperPlayer has pulled off is using chatbots in their influencer marketing schemes. It’s no secret that chatbots are essential to customer service, but SuperPlayer is the first to integrate music into chatbots, and effectively.
At an event hosted by Apex-Brasil during SXSW I spoke with Gustavo Goldschmidt, CEO and co-founder of SuperPlayer, to find out more about how chatbots are revolutionizing streaming music, and the future of chatbots in streaming music.
You compete with people like a Pandora, how and why you are so successful, do you think?
We are focusing on very simple-to-use service that provides great music for every moment of people’s lives. The interface is easy to use, and we curate by activities so people don’t have to think about what they would like to listen to, they just do it. That made SuperPlayer a big hit; people started using and adopting it, and we started to grow — we had 100K users in the first month, and now we have one million active users per month, and over four million downloads in the app stores.
How are you using chatbots in your marketing and in your company?
We started building chatbots for SuperPlayer so people could tell the player how they were feeling or what they were doing, and we could provide a soundtrack right away. This was very cool and very innovative, so some record labels asked us to build bots for them and for their artists. Now we’re providing chatbots for artists that can send their concert schedule, their music videos, and also playlists that take users to our streaming service. Besides being beneficial for the artists, we’re benefiting from using that to acquire users, and it has been a nice strategy.
How did you work with particular artists to make that work?
We initially worked with Luan Santana, one of the biggest artists in Brazil, and Som Livre, one of the biggest Brazilian record labels. ChatClub, one of our sister companies through our investors, made a chatbot for Luan Santana which launched the first music inside a chatbot in the world. Luan Santana posted a video saying, “If you want to listen to my music, go to my chatbot and ask for my music.” Then Facebook helped us to distribute this video to the whole fan base of Luan Santana, and in five days we had 350K plays of his music. It was a really innovative way of launching a song.
Why do you think that chatbot was so successful?
Bot is a new technology, but it’s a new technology that is easy to use. It’s not like something new that only people who are incredibly technological can use. It’s a new-old technology, and very accessible to everybody. Having an artist to promote it was key to our success. If we launched a bot and didn’t have that artist appeal, it would be difficult to scale. But with the artist, it was a good way to grow fast. People love to stay in touch with the artist and know everything he is doing, and a bot is a good way to build that relationship.
What are your future plans using bots and technology? How do you see using them to grow your company?
Our goal is to make music close to people’s lives; to improve people’s lives. I think that bot can help people have control of what are they going to listen to, like an unlimited service, but with the simplicity and convenience of curation. In the future people are going to say, “I want a bot playlist with Justin Timberlake – for jogging,” and then the bot will understand and create only this playlist. It will make it so much easier for services to find the right music for you.