Thematic: Empowering Creators and Artists Through Collaborative Music Licensing
Company profile
Company business details
Motivation to build the product
The founders were motivated by the need to simplify the process of music licensing for creators, who often struggle to find quality music that is both affordable and legally safe to use. They recognized the potential to support emerging artists while providing a valuable resource for content creators.Problem that their product solves
Thematic solves the problem of music licensing for creators, who need access to quality music that they can use in their content without legal issues. The end users are content creators, such as YouTubers and podcasters, who require affordable and safe music options. Solving this problem is important as it allows creators to enhance their content while supporting independent artists.Their unfair advantage
Thematic's unfair advantage lies in its extensive community of creators and the volume of music licenses it facilitates, which creates a network effect that benefits both creators and artists.Strategies
Idea Validation Stage
Positioning as an Expert
Alyona Medelyan, co-founder of Thematic, positioned herself as an expert in AI by publishing her projects as open-source code during her PhD and actively engaging on Twitter with the #nlproc hashtag. This strategy allowed her to attract potential customers who presented her with problems worth solving, rather than her having to seek them out. Additionally, she started an AI meet-up in Auckland, New Zealand, which further established her credibility and network in the AI community.
Pre-Launch (Product Development & MVP)
Building Trust with Team Members
Audrey Marshall emphasized the importance of building a trustworthy team during the early stages of Thematic. She believed that having a team that complements and challenges each other is crucial for success. This approach was evident in her collaboration with co-founders Marc Schrobilgen and Michelle, where they established a strong foundation of trust and respect, enabling them to navigate the challenges of starting a new company together.
Simple MVP Development
For Thematic's MVP, Alyona created a Python script and a PowerPoint deck to present its output, demonstrating a focus on simplicity. This approach allowed her to validate the product idea without overcomplicating the process. By keeping the MVP minimal, she was able to test the waters and gather feedback without the need for a fully developed user interface, which is often a common pitfall for technologists.
Launch Stage
Community-Driven Licensing Model
Thematic developed a unique community-driven licensing model that connects independent music artists with content creators. This model allows creators to access quality music that is safe and affordable, while also ensuring that music artists can promote their work effectively. By leveraging matchmaking technology, Thematic analyzes how songs are used in videos, ensuring that creators are matched with the perfect songs for their content. This innovative approach not only simplifies the licensing process but also fosters a supportive community where creators and artists collaborate and share knowledge.
Paid Proof-of-Concepts
To secure long-term contracts, Alyona suggested conducting a paid two-month proof-of-concept (POC) before asking for a long-term engagement. This strategy not only validated the business model but also ensured that customers were willing to invest in the solution, thereby reducing the risk of pursuing clients who were not serious about the product.
Learn more about Thematic
Inspirational Women Leaders Of Tech: Audrey Marshall and Stephanie Leyva Of Thematic On The Five Things You Need To Know In Order To Create A Very Successful Tech Company
