Not only the deal is very lucrative but it also proofs to me that a human being who became a global brand understands her audience better than a global consumer brand. I am probably not allowed to compare the two but I like this trend.
Kudos to both for taking the risk. Two brands teaming up can create synergy but also chaos.
With the latest Subway franchise owners in Europe switching to Tribe of Noise in-store music, operational costs on background music expenses go down by 74%. And if you think saving costs is the only reason why this cloud-based music service for businesses takes off, you’re wrong.
It is obvious, the moment you walk into a Subway restaurant three of your five senses are triggered immediately: sight (carefully selected colors, furniture and visuals), the smell of fresh, healthy food and last but not least sound. Strangely enough of these three senses sound, background music, is not carefully selected by Subway HQ. It heavily depends on the franchise owner if you will hear a random radio station, iTunes playlist or bespoke music channel designed for the target audience.
“With this intel the first thing we did is design a “royalty free” music program suitable for Subway restaurants to save costs”, explains Hessel van Oorschot, CEO at Tribe of Noise. “Before informing franchise owners about the importance of music as a strategic tool to increase revenue and decrease negative vibes we went for the #1 no brainer: we will save you costs instantly without losing quality”.
Tribe of Noise represents roughly 20,000 artists from 170 countries. The artists participating in the in-store music programs allow Tribe of Noise to exploit their songs, design music programs and distribute the music directly, or via resellers, to businesses. The client, in this case a Subway franchise owner, will pay a fixed monthly fee as opposed to the normal licensing fees charged by national collection societies.
“Saving a Subway franchise owner a $1000 p.a. instantly means we can explain the other benefits of working with a community of emerging artists, music supervisors creating the best dining experience and our creative team designing music services to engage with your target audience online and offline. Music has a much bigger impact on successful business than most of us think”, concludes Van Oorschot. Demo? Tune in: http://sw.tribeofnoise.com
KPN Software Online heeft een samenwerkingsverband voor onbepaalde tijd getekend met Tribe of Noise. Praktisch gezien betekent de samenwerking dat Tribe of Noise een online muziekspeler met rechten-inclusieve muziek via KPN zal aanbieden voor de Nederlandse zakelijke markt.
Het Tribe of Noise platform is goed voor 18.000 artiesten uit 170 landen met eigentijdse kwaliteitsmuziek voor in een winkel, op kantoor of in de horeca. De dienst (zie demo) kost 15 euro per maand per vestiging, goedkoop als je bedenkt dat een ondernemer normaal gesproken tot honderden euro’s per maand kwijt is aan Buma/Stemra royalty’s.
Via het fijnmazige online distributienetwerk van KPN Software Online, kunnen nieuwe, innovatieve cloud diensten , zoals Tribe of Noise, aangeboden worden. KPN stelt haar platformen ter beschikking aan toeleveranciers van slimme software en diensten die zelf niet de distributie-, verkoop- of marketingkracht voor handen hebben. Deze focus op smart partnering combineert het beste van beide werelden. Het business model zorgt voor een breed pakket aan diensten die goed aansluiten op de behoeften van de klant.
Zowel KPN als Tribe of Noise verwachten met de samenwerking volgend jaar al duizenden zakelijke locaties in Nederland te voorzien van muziek via het internet.
Interview by Fast Moving Targets during Eurosonic / Noorderslag music conference & festival 2013.
Top
