Tanner Kahl, LUM Music Streaming App – Lorenzo’s Music Podcast, Season 1 Episode 3

Tanner Kahl, LUM Music Streaming App – Lorenzo’s Music Podcast, Season 1 Episode 3


I’m Tom Ray from the band Lorenzo’s
Music and this is the Lorenzo’s Music Podcast. This is a show about meeting
musicians and creators and talking to them about what they do this time around
I meet with a startup that created a new music app my name is Tanner Kahl and I
am a co-founder and creative director at live undiscovered music or LUM I heard
about this company because they are based right here where I am in Madison
Wisconsin when I first heard about them the app was just getting ready to launch
that was curious about what it was so I reached out to them to see if I could
stop by and ask about it they invited me to the building where they worked
downtown we sat outside on the rooftop terrace so I could learn more about what
the app does like literally because since it wasn’t released yet I knew
nothing about it the only information that I had was that
it was a new music streaming app so the whole thing was kind of intriguing
because I was asking questions not knowing if they were even going to be
relevant whatsoever it’s a music streaming service but it’s
actually built on a standalone social network so you can think of it as kind
of a mix between you know Spotify and then like Instagram and Facebook and we
exclusively focus on emerging artists you know that tail end of the music
first of all so we’re here in Madison is are you from Madison or where it from
the Madison area yeah I actually went to Stoughton which is about 25 minutes
south of here yeah did you go to school did this happen is I went to UW Madison
I’m actually just finishing up school I have just a little bit of school left
but I’m actually going part-time until I graduate because you know boom is taking
off much faster than we could have ever imagined you know we’re really excited
that now that’s where I want to pour my my efforts into and how long have you
been doing this loom was founded out of like a uw-madison based based think tank
you know all me and my buddies were all longtime friends you know we grew up
together went to high school middle school together at college and during
our senior year you know this was the time we were all gonna be pursuing
different jobs moving across the country and we’re like let’s do some research
into industries let’s really work it out I feel like if we really pull our
resources together in our minds that we can come up with something really
special and this all started probably about last October so less than a year
ago started researching industries that were growing really rapidly but had
antiquated business models businesses that couldn’t keep up with the growth of
the industry and we were really really shocked to find out that streaming was
that that industry companies like Spotify and SoundCloud are really really
big but they’re losing money hand over fist these days and the streaming
industry itself was growing at 60% every year but they still are doing really
poorly financially and we started doing more research and we found out that a
lot of this was you know because of the way their business models are set up
paying these corporate record labels but it’s also from the frustration of their
users some artists underground artists they’ll put their music on Spotify and
it’ll just sit there they won’t make any money no one’s able to find it listen to
it and the discoverability as a fan it’s hard to find new new music on Spotify
with I’m just curating playlists of the the same corporate music over and over
again it’s hard to find that underground music there are a lot of talented
underground artists out there and people want to listen to them the artists will
just be able to create an account and upload their music like right out of the
gate yep artists that are on the platform now
have the ability we send out the beta they signed up and then there’s actually
a panel on our website where they can start uploading musics been really great
we’ve had a lot of music circulations there’s been a lot of connections made
already you can already see people artists starting to collaborate and
stuff and it’s really cool to see so there is chat involved in it or
messaging at least of some sort a direct messaging feature hasn’t implemented yet
but that’ll be coming very soon more of a commenting system right now you can
like an artist can upload a track and then other artists can go on and comment
and hey this is really cool we should get together and work together some time
starting to see those connections so that’s that’s really awesome to see I
think I read in a recent article about the collaboration feature has been
something that someone said they didn’t expect and that part is really cool
because it is I mean with the internet the one thing is like you can reach tons
of people with your music but it’s really hard to go like oh I’d love to do
something with that person especially once we get that direct messaging
feature and it’ll be a little bit more private they can they can do things
behind the scenes more and it’s really cool to see artists being able to get
real-time feedback which is something that they haven’t been able to do on
previous streaming platforms you know they upload a song and as a fan I can go
on and say hey I really love your the beat or the the melody or that’s what
the artists have really been responding to mostly is that feedback people like
to hear that their stuff is good know who would have thought we started thinking like oh we want to
hit all these major music cities we want to hit Nashville Atlanta LA New York all
these major music hubs but then we started doing a little bit more research
on how startups and specifically in the Madison area like each Street
particularly how they scaled and competed with like bigger bigger markets
that like they were competing with GrubHub and we’re competing with these
much bigger markets as well and then we kind of changed it up a little bit based
on their model and that was start where you have your presence and grow from
there so we we already have a very good presence in Madison you know we’re
gaining a lot of traction here and from there we’re starting to expand out to
like Milwaukee Chicago the twin cities you know Ann Arbor stuff like that where
we can get in there more excessively you know mix it up more in those areas and
then grow from there so we want to kind of start at a central point and that’s
Madison and grow from there what would be the thing that kind of inspired you
to create this platform I know you said it was on there were antiquated business
models but why would you choose music that is a very tough one yep we as a
group are just huge music lovers we love music we go to concerts all the time
always listening to music always like trying to find new music trying to be
the person that finds the next coolest artists or the next big song you know
and literally when us as a group wanted to share music with each other we would
go onto SoundCloud or Spotify we would copy and paste the song link and we
would send it to each other in a snapchat group and it was extremely
inefficient yes in a snap check and it was so inefficient and it was a struggle
and a pain and music is a very social experience how do we we can make this
such a more social we can make a more enjoyable platform for everyone and
that’s our social networking feature that’s built on you know now I can go
and just tag my friends in a song that I find rather than have to copy and paste
a URL to a different app itself and I like the idea of that I really do it
what about the I’m trying to think of a good example Oh ello Google allo now say
you were going to send a message in the platform that they were going this is
going to replace hangouts which it didn’t but or hasn’t
yet who knows what they’re going to do but if I sent somebody a message in alo
it didn’t necessarily have the SMS feature but I’d send it in
like Oh to respond you need to download I mean is it something that’s gonna be
platform centric so if somebody sends a like like say I I’m gonna I’m gonna do
worst-case scenario here just to give the example what I mean so let’s say I
find a really cool song and I decide to send it to my father and go here you go
and I send him the link from that if he didn’t have the app would it go like
send him to a webpage kind of like if you don’t have Facebook it will at least
send you to a web-based component or is that even something you consider just
something I’m spitballing out there that’s something that I have we haven’t
really thought about really we don’t know exactly how every little component
is gonna work yet right now our our web platform is just like a website that’s
like a holding place before we actually get the platform integrated into a
website and once that is integrated that then he would be able to do that but for
now if everything stays in app so once you’re on the app you can still like tag
people in links and stuff if you do want to direct someone to a different
streaming site you can do that obviously we prefer if they stay in the app but um
yeah that’ll be something that’ll be coming down the road and and I didn’t I
wasn’t trying to put you on the spot it was like I know that you guys are just
gonna be launching of course you don’t have all the bells and whistles figured
out so but I was I was just curious and I loved the fact that we kept the
scenario of my dad is still involved in this in the conversation and I thought
that was great what about the concept of streaming monetization yes so our whole
premise is that we use streaming as a means to an end for these underground
artists as they can break into live entertainment around I don’t remember
the exact figure but like 80% of the revenue that artists made and like last
year was off of live entertainment rather than streaming they could get
10,000 plays on Spotify a month and get a check in the mail for $60 or whatever
but they could go out and do one show and they can make $200 and that’s just
one night and so we’re using streaming as a catalyst so there’s a major local
emphasis on our application you know there’s a we have a following feed where
you can go and see what all your friends are interacting with musicians they’re
listening to but there’s also a local feed so you can see what’s happening in
your local area without even having to follow them and we put that in there so
people could go on venues included and they could see who’s really doing well
in the Madison area and then they can use that
the men all this artist is doing really well in Madison we would love to bring
them into our venue to open up for someone and that will drive liquor sales
because you know this artist already has a presence in Madison and you know the
bars and venues all only care about liquor sales anyways actually you bring
up a good point that is relevant to me as of just recently I had an idea for a
live show I’d to ideas but I was looking for local artists there’s no real way to
do that how would that work do they need to label that they’re from there or is
it when you sign up for the platform you’ll you’ll put where you’re from but
it also pulls your geographical location at all times so if I go and fly to New
York I can still see what’s going on in New York and the local feed but yeah but
also on our explore page there’s like a whole explore page where you can find
like the highest rank nationally the highest rank locally who’s trending
nationally what artists are trending locally and it’s all sorted you can sort
all that by genre you can do songs artists events media and you can find
everything locally nationally but you can get very specific on where you want
to find your music how come you did go with the Loom name like so I know
there’s a lot to make it the boo sound do you feel like you’re always going to
have to explain that it’s not Lum that is exactly why we put the ELA yeah
we we love the name live undiscovered music because it just fits in with
everything that we stand for and everything that our application does and
so we were going by the al um Lum it just doesn’t sound good you know so we
started calling it loom you know and you know loom large you know there’s a lot
of like really cool things that you can do with that we found out that everyone
just started calling it Lum so we decided to put the lot over it and to
try to get some more clarification and people are starting to catch on a lot
but you know we still get Lum once in a while was there a specific app or
application that kind of inspired what you did with this yeah I think there was
a little bit of inspiration but it wasn’t like the apps itself that
inspired us it was the lack of app that inspired us we thought it was really
great and we started doing all this research and it turns out there’s almost
nothing that even comes close to what we’re doing and making music of a more
social experience and that’s kind of where we came from with that are there
gonna be like videos and photos integrated in or are there already
right now we have photos integrated videos will be coming a little bit
after launch but yeah that will definitely be coming and we already do
have you can take pictures right from the app and upload them onto the feed
your profile all that stuff so yep photos are in right now but videos will
be coming very soon so how did you actually I want to say that I read that
you guys want a competition but I could be wrong so I’m saying basically like
how did you fund this when we started doing this whole process the first
people that we reached out you know we’re friends and family we had a lot of
interest from our friends and family that’s where we raised like some of our
money but we also had some interest from some angel investors in Madison so we
got some like some of our money from there and we’re actually just closing
out our first convertible note here in the next couple days before launch I
didn’t know we had any angel investors in Madison that’s that’s a new one to me
okay how do you find them you know you just got to spread the word and contact
a bunch of people you use the connections that you do have so there
was no sort of startup thing like that that you joined it was really just kind
of green roots your home campaign sort of thing actually we just today it marks
the day that we graduate from the G beta program yeah so it’s an accelerator
program for startups in there in a bunch of cities in the Midwest including
Madison and it’s just an accelerator program for young startups and they kind
of connect you with with connections that you need in the area possible
investors if you’re if you need that stuff we just graduated from that
program so what about copyright are you gonna have people monitoring for like I
I D content tags or things like that what I can say about the the subject is
that if you have any questions about our copyright there’s an FAQ on our on our
website that you can refer to and have you ever thought about I know before we
started I talked a little bit about the Creative Commons licensing have you ever
looked into something like that like wfm you out in New Jersey has a website
called the Free Music Archive and the music is all under Creative Commons
license so that people can download it and use it and listen to it and there’s
no worry about copyright but they also have one that they created themselves
for though do live in studios kind of like KEXP does out in Seattle but they
put it under their own license which is called the Free Music Archive license
which just means this version can be used by us but it
can’t be used commercially or have you thought about any of those kind of
licensing structures what I will say is I don’t know all the ins and outs of all
that stuff with our copyright and legal but we do have a very very very good
legal team that is on top of all of that in there they’ve got us covered okay and
then you have any of you been in bands at all like where any of you musicians
or is it really just music lovers one of our co-founders has a little keyboard in
his room if you count that but um one of our interns actually is in a band called
Shady grapes here in Madison her name is Helen yep she’s their band is very good
everyone should go check them out but other than that we don’t really have any
other musically inclined co-founders but we’re music lovers that’s for sure
I actually really like the support that music lovers do put forward online a lot
of again like with the music blogs and stuff some of them become really popular
and helped promote a lot of bands so what is your prefer to music genre right
now my preferred music genre is actually the the EDM electronic music you know
it’s actually one of the most rapidly growing music genres with the rise of
music festivals and all this stuff giulia become popular with some of the
younger demographic and stuff the really love going to these music festivals in
this EDM electronic music and that’s kind of where I’m at right now but I
also still do love a lot of genres you know there’s a lot of really really
great talented artists on our platform already and I’ve had a pleasure going
through and listen to all the genres and while right now that is the one that I’m
listening to the most I still definitely listen to a lot of the other genres and
what about music festivals have you guys done any promotion or any outreach to
music festivals yeah we actually have been doing some promotion at some music
festivals you know we kind of went up to Summerfest in Milwaukee and that isn’t
has a lot of our target demographic there you know a lot of high schoolers
go up to that we started talking to them and they love the idea so yeah music
festivals are a big thing for us is going as fans to listen to music but
also it’s been a great way to spread the Loom vision and we went to Lollapalooza
a couple weeks ago you know walked around talked to a bunch of people
possibly setting up some things where we can maybe table at these in the near
future set up a booth or something but yeah it’s a great way to reach our
target demographic and spread looms vision to the world I do like that you
networked but you were also just like but we were really just going to
Lollapalooza we came for both for sure I definitely wanted to catch a few shows
well if I’m paying the money to go there since this interview was recorded the
Loom app was officially released and you can check it out at live undiscovered
music.com problem is I have an Android phone so I
still haven’t been able to check it out yet
if you haven’t already you can subscribe to this podcast at Lorenzo’s music.com
where you can also check out our music and download everything for free on the
next show I’ll be talking to a musician that reached out to me to be on the show
who lives on the west coast thanks for listening and I’ll talk with you later

Leave a Reply

Your email address will not be published. Required fields are marked *