Rock the Richter“Bringing Live to you, Worldwide”

Presentation by Team WombatMegan, Sian, Jack, Jamie, Phil & Andy

What is Richter:We bring live music to the people- a disruptive technology bringing live concerts, gigs and clubnights via download or streaming to people at home or on the move.

What is Richter:More than just live music: it is an experience- view and listen to recorded live music in HD & MP3- access LIVE streaming from the biggest gigs- approved content from artists and labels- comment live with others on an interactive timeline- rate performances to create a Richter rating- purchase merchandise- download music- purchase future gig tickets- discover new bands based on listening habits

What is Richter:Live music accessible across any device in any place- online through our website- on mobile through the Richter app- in your living room via the Smart TV app- audio downloads for offline listening

Why Richter exists:Because we don’t like to miss out- There is currently no dedicated online platform for live concert or gig recordings-There are significant issues within the music industry- YouTube provides damage with ripped or poor quality recordings- iTunes & Spotify provide audio only losing the visual experience of the gig- Individuals are being priced or left out of gigs- We want to be the first to know; we want to share our opinions and our experiences socially

The opportunity:64% of people in the UK said that music was important or very important- People spend over £45 a year on recorded music - Over 19 million people attended a live gig in 2011- Richter offers both – live broadcasts and recorded live gigs- Those mainly attending gigs are aged 55+ and 18-24- The average age of those attending gigs is increasing and is currently at 35- However...

The big opportunity:Those aged between 14-24 are being priced out of the market- A survey by Gigwise for MSN found that 60% of young people (14-24) are unable to go to a festival due to it being unaffordable

Digital is the choice:How 14-24s are engaging:- Listen to music online- Likely to stream music- Prefer digital music- More likely to recommend live music- Use YouTube to find new artists- Connect with artists socially on Facebook, Twitter &YouTube

Digital is the choice:But so are 55+:- Silver surfers are the biggest growing demographic- High disposable incomes- Music and live performances are part of their lives

In summary:Two key audiences:

We provide live music experiences for those that can’t make it.

We provide memories for those that do.

Revenue model:Subscription, advertising & affiliate:- Three pricing tiers: - Free. Listen or watch recorded gigs and concerts for free. In exchange, there are ads (audio and display), listening time is limited, downloads limited & recordings can’t be taken mobile. Live broadcasts unavailable.- Unlimited. £4.99/month. Unlimited listening time no ads during video performance, banner ads only on website. - Download. £/gig. Unlimited listening time, no ads, and the ability to take downloads mobile on other devices.

Revenue model:

Revenue model:Subscription, advertising & affiliate:- Revenue is generated through advertising based on the number of impressions- Great opportunities for brands with options to target age and sex demographic alongside bands and artists - Affiliate revenue made from iTunes and Ticketmaster purchases from the site

Revenue model:Sustainably profitable:- The product quality and deep social integration makes it viral, which brings in the free users- As it gains scale, Richter will gain negotiating leverage with content partners, which should allow it to keep the marginal costs for each new subscriber low- Because subscription revenue is recurring, the business should be sustainably profitable- Proven revenue model as seen by Spotify. Spotify has 24 million users worldwide, a quarter pay for the service.

Competition:Richter is unique – no other website:- Provides suggestions for other bands- Looks at trends, suggestions or offers a rating system- Offers purchase of merchandise- Works alongside affiliates to sell gig tickets

Competition:Competition sucks:Most competition is either: - B2B – the musical community sharing / helping / advertising their gigs - Hard-core fans (i.e. jam-band Phish have some of largest uploads …) - Lacklustre

Competition:Be-At.tv:- Professional electronic dance music videos (2hours) of artist/band during a festival or gig with location- Very clean site with limited tabs- Artist pages with videos, ticket links, top downloads andSoundcloud clips

Revenue- Affiliate: Tickets & SoundCloud- Broadcasting events

Competition:Boiler Room:- Professional videos (45mins) of DJs during a festival or gig with location, hosted on YouTube- Related, Recent & Featured clips

Revenue- Sponsorship (RayBan, Red Bull)- Affiliate: SoundCloud- Merchandise

Competition:Baeble Music:- Professional videos (45mins) of artist/band during a festival or gig with rating, location, no. of views, comments, recommended vids. - Sections for artist interviews, blog posts, album reviews- Google Ranking: 1 on “Watch live music” and “watch concerts”

Revenue- Google Ads (PPC)- Sponsorship and advertising- Baeble Store (DVDs and downloads)

Competition:iConcerts:- Global entertainment channel with live music and TV channel, news, and supporting app- Google Ranking: 6 for “watch live music”

Revenue- Purchase full clip (preview is free)- Investment from companies- Partnerships e.g. with smartclip- Advertising on TV channel (limited countries)

Competition:Opportunities:- Nobody (including YouTube) grades or stars clips; - Build fan loyalty - reward the Quality of ratings- Richter celebrates the pure sound of live music – quality video and sound- Bringing back memories of those that were there; ‘instant’ & ‘old’- Develop categories to excite users on the content / appeal to the music community- Work with the music business… get them excited to maximise revenue

Marketing:Distribution:- Website- App- SmartTV App- The App will be available to download through app store, Android, Google play and Nokia apps.- Recorded gigs will be available to download through the the website and app.

Marketing:The app: Rock the Richter- The app has a two-fold use.1. To access the live music services as per the website2. An immersive connection with offline and digital

- Rock the Richter is a gig rating platform like no other- Users rate a concert based on the db- Gigs are then placed into a rating chart based on volume- The rating is completed by raising the phone into the air to capture the noise

Marketing:The app: Rock the Richter- The app should also encourage users at gigs to rate the gig- This will provide a comparable service for offline vs digital- It should also encourage visitors to view gigs based on rating and explore new artists- Fusing offline & digital together should create another audience who are looking to “re-live” the gig

Marketing:Targeting concert-goers-Pop up stand at petrol stations selected for their likely footfall of our target audience on route to festivals- Outline the key features of the app and a QR code taking the user directly to download the app

Marketing:Hair-raising ideas- Placing vending machines on the way to festivals that provide free branded goodies. - All about enhancing the experience. Energy drinks, face paint, dry shampoo, torches. - Dry shampoo would be a good one – sales of dry shampoo at service stations during festival seasons go up 30%!

Marketing:Don’t be a loo-ser- Loo takeovers- Decals stuck to mirrors in toilets- Encouraged to take photos and share their picture on social networks- Hook on to the ‘selfie’ craze

Marketing:Targeting those who can’t make it:- Competitions on Social platforms to win tickets- Print media- Radio & TV advertising- SEO & PPC campaigns for related terms (Beyonce, Creamfields, Take That, Coldplay)- Local gig listing magazines

Marketing:The journey- Promotional festival activity from April to September- Membership voucher push at Christmas- Loyalty scheme, such as a points per view scheme to win tickets to gigs, in place 2 months after acquisition

In conclusion:Enjoy more with Richter:

In conclusion:Richter creates revenue:- Unique online offering- Solid revenue opportunities- Subscription model- Individual gig purchases can be altered to suit popularity- Targeted advertising- Affiliate kickbacks- Easily expandable model- Expandable model into theatre and comedy- Targeted 1,000,000 users with 50,000 subscription & 100,000 individual gig purchases by 2015.

Rock the Richter“Bringing Live to you, Worldwide”

Thank You