It has been more than a full decade since Spotify revolutionized the music streaming industry, through their responsive app and it’s intuitive and intelligent A.I. Ever since, there have been no shortages of attempted replication of their success. Most of these have failed for one reason or another. We’ve had a couple of that right here in Bangladesh with Grameenphone and Robi attempting to launch their own music streaming apps. It’s safe to say they didn’t exactly catch the imagination of the intended audience as much as they had hoped. So, the first impression of the average person of Imagine Radio is probably”Oh, another Spotify copycat.” But is it actually?
How Imagine Radio works
Firstly, the average Bangladeshi listener isn’t really familiar with the concept of Royalty fees or purchasing songs. Therefore the artists don’t receive the returns they deserve on the effort put into each song. In addition, it’s difficult for new bands to arrange record deals. Imagine Radio aims to give the artists a platform to distribute their songs directly to the audience. They boast a large selection, more than 10 million tracks of both local and international music, and plan to expand on the collection in the near future. Local artists will be paid a royalty fee for their songs on the app, which will be somewhat popularity oriented. The more popular a song is on the app, the larger the amount of royalty paid.
It will have unique features for musicians like per stream royalty, dedicated dashboards, audience analytics and marketing services. All of these services will be free. For the customers, Imagine radio will have custom made playlists targeted at specific moods, time periods and even the weather. It will also have a live aspect to it, as a selection of music will be played throughout the day on the app, sort of like a radio show. Many prominent musicians and bands like Nemesis, Feedback, Bappa Mozumder and Elita Karim have endorsed the app. And the general audience waits with bated breath for the app to reach the high potential it promises.
Does the model work in Bangladesh?
The point might be made that Mobile operators of our country tried a similar thing with GP Music and Robi/Airtel Yonder. And those weren’t the biggest hits. So is there really a demand for such an app in Bangladesh? If so, how can Imagine Radio hope to fill that demand where many others couldn’t?
There is certainly a demand for such a service in Bangladesh, as Spotify isn’t available here unless you own a premium account you made in another country. Music lovers clamor for an all-in-one music service like Spotify, and it is difficult to access it here. I spoke to an executive in Imagine Radio’s creative team, and he was of the belief that Grameenphone and Robi targeted too average a market to target their product at. They tried to generalize the market, which made for fewer opportunities for personal profiling. Imagine Radio targets a niche, urban social market. They mainly target the behavioral segment of the urban youth. In addition, they aim to have highly customizable profiles for each individual. No two people will have the exact same experience with the app, as it is oriented to make your experience as suited for you as possible. It is also to be mentioned that GP Music and Yonder tried to make the music platform very contained and partitioned. You needed a Grameenphone SIM to have access to GP Music and its contents, the same for Robi. The people at Imagine Radio hold the belief that music should be free. They want to spread music universally, without constraints. These things set them apart from their predecessors.
How is Imagine Radio any different?
It becomes important to separate your product from the one yours is often compared with. The fact remains that some people in Bangladesh still do use Spotify, with some form of workaround in play. Imagine Radio attempts to differentiate itself from Spotify in two key ways. Spotify doesn’t really evaluate Bangladesh as a potential market, hence it not being available here. Imagine Radio wants to make Bangladesh its primary target, with the added goals of distributing local music over the world and bringing international music here. In addition, opposed to Spotify’s AI generated playlist creation, the people at Imagine Radio believe something as subjective and emotional as music needs a human touch. As such, most of their available playlists are custom made by music enthusiasts and experts, adding a more personal touch to the product they offer. This also adds opportunites for targeting very specific and nuanced needs.
For example, they have a custom-made playlist for when one is stuck in traffic, as we tend to do that quite a lot. This is not to say that Imagine Radio execs do not acknowledge the need for an AI and a functional algorithm. In fact, they plan to implement an AI which will have twice as many information points as Spotify’s 6-8 to target specific moods, times, weather and other nuances. This also adds layers of content curation to their live aspect. The bottom line is Imagine Radio offers an intensely personal experience through their app, where you can listen to music curated to fit your every mood; be it uplifting music on the weekends or sad on a Sunday morning.
The ultimate goal
As stated by a representative, Imagine Radio is intended to be a cause driven project with two specific goals in mind in order to help Bangladeshi music. They want to spread Bangla music universally, and they want to create a platform for music and for musicians. It’s safe to assume a person from a foreign country won’t exactly go looking for Bangla music, so Imagine Radio brings the music to them. As mentioned before, they have adopted a very fair and rewarding royalty model for local artists. This serves to encourage the production of good music in Bangladesh greatly, as it is a convenient way to distribute music legally. Artists may choose to release new singles or albums through Imagine Radio as well. For International music, they use a third party distributor to stream quality music legally.
Imagine Radio adopts a Freemium model, according to the International standard unit. The free version has all the features of the app, while a premium version is set to be released over the next three quarters which will be free of ads and will contain other premium features. As of right now, their primary source of income is ad revenue.
In addition to the many music features and personalized experiences, Imagine Radio has a formidable line-up of podcasts and specials lined up; 14-15 of them in fact. They have held a Freddie Mercury special, hosting the late great Queen front’s best performances, his inspirations and parts of his story. They have a similar program called Legacy of Rock coming soon. It will be a 90-minute program with a host, with 10 minutes of the host explaining the story and background of the track to be played and music to fill the rest of the time slot. They look to adopt a “song and the story behind it” formula for some of these specials, which sounds very interesting to me. In conclusion, Imagine Radio holds an inconceivable amount of promise. And we look forward to it reaching the great heights it strives for.