Sound Around: iPhone apps for bands.

Gee, Scott, what do you want to do tonight? The same thing we do every night, Steve—try to help music take over the world by building better mobile apps for bands and their fans!

In 2009, in a little place called Raleigh, North Carolina, brothers Scott and Steve Klein had been brainstorming tech startup ideas. Both were students at NC State, but with opposite majors—nearly yin and yang. Add entrepreneurial DNA, and they’re Pinky and The Brain. Scott (Brain) was preparing to graduate as a computer engineer, and his younger brother, Steve (Pinky), was studying business management/marketing. Their startup would be born, but the question was, what kind? Taking advantage of their student resources, they had access to mentoring and networking through the NCSU Engineering Entrepreneurs Program.

They started 2bros1blog.com to blog about what they learned on the startup road. Many early ideas were solutions aimed towards the university community. Scott had learned Objective-C, the programming language for iPhone apps, and they decided they really wanted to get involved with mobile apps. Everyone has a phone, and they always have it with them, right? But they needed to find the right niche. They thought about campus sports or news apps, but when they proposed building a news app for the college paper, they were met with perplexed stares. Scott and Steve realized that for their app service to fly, they needed to find people that were really interested in expanding and engaging their audience. Being music fans themselves, they took what seemed to be a logical turn that summer—towards musicians. Next stop, Sound Around.

Scott graduated in December, gave a speech, and started a job at an TransLoc—a startup that provides realtime location information to mass-transit users. He built their iPhone app. At the same time he and Steve (who was still in school and working part-time in Macaroni Grill) were developing what would soon be called Sound Around. At the turn of 2010, they took on 15 bands as closed-beta testers. In February Steve learned the ins and outs of web design and built getsoundaround.com.

With people skills and resourcefulness, they’d bootstrapped their expenses so far, but in early 2010 they got involved with TechStars in an effort to raise seed capital. In March they flew to Boulder and found themselves surrounded by like minds in the tech scene. Of 600 startups, TechStars funds only 10. Sound Around made it to the top 27 but not the final 10, and it was back to bootstrapping.

In a typical college scenario, the two brothers were living in a 4-bedroom apartment with two other students—David and A.J.—but when David moved out to live with his fiancé, Scott and Steve commandeered the empty room and converted it into a workspace—their current headquarters.

Having success with the beta apps, they started recording videos to demo the Sound Around platform, and, in the meantime started the application process for funding through another (more local) startup incubator, called LaunchBox Digital…which pretty much brings us to the present. Last night was a milestone for Sound Around. Their first apps were approved by Apple and are now live in the App Store. The party was on, but it’s only the beginning for Sound Around.

In the upcoming weeks, Sound Around will be running discount promos via Twitter. Stay in the loop: @VirtualMusictv and @getsoundaround.

Scott is on a 3-month sabbatical from his job at TransLoc to focus full-time on Sound Around. Steve would love to be able to dropout next semester and get Sound Around rolling without distractions. Funding would help them “scale faster” but with or without it they’re expecting to launch in public beta this summer. They considering finding a 3rd team member experienced in web and/or Android dev.

The ‘band apps as a service’ market is a wide-open frontier. There’s some fundamental characteristics about Sound Around that really make them stand out.

1. It’s the DIY mindset. Sound Around’s young, two-brother team is the core of all their development. They’re building it all from the ground up. By not hiring out their programming or design, they’ll be able to constantly address feedback and improve their platform. When demands of the app market change, they’ll be able to adapt the fastest.

2. Sound Around purely focused on developing apps for bands/musicians. They’re not leaving the music niche—immense as it is—and they plan on rocking it. MobBase is their only direct competition right now, and there’s plenty of room to coexist in this space.

3. In what I’ve learned about Scott and Steve, I can tell that they understand the importance of people in the mix. They plan on creating an interface for interaction—not one-way communication—and they have a lot of innovative ideas on deck.

4. Their pricing is user-focused. It’s not based on installs. Bands pay based on the number of fans that actually use the app each month. The starter $14/month plan covers 1000 unique app users per month. Above 1000 is $0.01/user until the next tier—$29/month for 5000 unique users.

5. Their mascot is a giraffe named Shirley. She’ll make you smile. :) Giraffes are a symbol of evolution, you know. She doesn’t always travel with the team of course, who’ll be attending events this summer, including Warped Tour in Charlotte, and would love to meet up.

// update // October 19, 2010 from Scott:

I know it hasn’t been very long since we officially launched back in July, but we’ve been working on something really cool behind the scenes that we’re finally ready to tell everyone about. One of our fellow local music companies, ReverbNation, has acquired Sound Around and will be moving quickly to launch the product to their more than 900,000 artists.

Steve and I are both super excited to be joining the ReverbNation team to work on providing mobile products that will continue to move the needle on acquiring new fans, and engaging existing ones on a deeper level. We’ve been heavily vested in creating useful technologies in the mobile space, and we have no doubt that these efforts will only be amplified as we move into our new roles working alongside an impressive and passionate team of individuals.

For everyone that had a hand in touching, shaping, or otherwise influencing our foray into building a product and launching our first company, we can’t thank you enough for all of the hours of mentoring, being a cheerleader, and (most importantly) bringing us down to size when we needed it.

Did you also notice the relatively small amount of Skype-to-Skype usage? That means most Skype minutes are actually paid. Personally, I’d really like to see 3-way calling with video in the future, which was announced as a possible upcoming paid feature, but I’d probably only actually use it if it were free. However if I could get by without paying AT&T I might rethink that. Skype isn’t the only mobile VoIP service either, and, according to Wired, mobile VoIP is beneficial to cellular carriers.

Human Brain Connections by ethanhein on flickr

With the smartphones coming, and all these apps coming, the music business gets one more kick at the can, and I hope they don’t fight this one, because there’s a huge opportune to grow the business faster than what they’ve ever considered. I think there’s a huge sense of optimism for the first time in about five years that this business can actually grow. –Terry McBride in his 2009 interview with tech reporter Matt Hartley [video above].

Music is becoming more of a service than a product and Terry believes that in these digital times, context trumps content, access trumps ownership, and customer service is as important as ever. P2P filesharing should cease to be an issue as listeners increasingly prefer instant-access streams.

The second interview details the history of the Nettwerk Music Group as a DIY all-in-one company that developed by adapting to meet the needs of musicians and their fans. Towards the end he talks about joint ventures between musicians and non-music brands as being likely in the next five years.

I really think that the paradigm is shifting. I think within the next five years you’re going to have other brands inside the market signing artists. Brands will look at this going, well, we already use music within all of our TV, and radio, and, you know, internet media. Um, why don’t we just sign the artist? –Terry McBride, in his 2008 CMU-Tube interview [video below].

On my previous post, Musicians—Money Is Not Motivation, Dave MacDonald had commented that Terry McBride recently spoke positively about the music industry at TEDxVancouver in November 2009. That video isn’t available yet, but I hope they air it soon on TEDxTalks—I’ll keep you posted.

[homepage thumbnail photo: Flickr/stephen_dyrgas]