Exclusive Q & A: Alexander Will & Henry Erskine Crum – Founders of Bullseyehub.com
TMV sub-editor Chris Hainslin talks to Alexander Will and Henry Erskine Crum about the recent launch of Bullseyehub.com. The founders of Spoonfed are predicting a radical change in the music industry, and are already one step ahead.
Bullseyehub launched in June 2010. Our in-house product team worked directly with music venues and promoters to build Bullseyehub, to manage and monitor all of their online marketing in one simple place.
Can you briefly explain how it works?
Bullseyehub is a web-based platform that manages email, mobile and social media marketing with built-in tools to gain customer insight and collect data. The service also features a unique, time-saving broadcasting technology that automatically shares event details with over 25 different websites.
How do you think it can benefit the music industry? i.e Which areas of the industry is it aimed towards?
Bullseyehub streamlines the online marketing process by helping clients manage every aspect of their digital marketing from one central hub. The web service is aimed at entertainment groups, venues and live promoters who want to increase attendance at their events, drive revenue and manage their digital footprint.
What sort of response are you getting from clients?
Our clients are thrilled with the service and the response has been overwhelmingly positive. We started working with some future clients during the development phase, which helped us to design the product in ways that would be useful to them. All of our original test clients converted to paid subscribers and we secured over 40 paying clients to the service before our launch.
The music industry is changing quite rapidly with companies such as Heartbeats International and Spoonfed/Bullseyehub creating new ways to market music – do you think the industry as a whole is keeping up and/or embracing the changes?
There are some great individual innovators in the music industry who are reacting to the rapidly changing landscape and delivering what music fans want. Sadly, the music industry as a whole seems to be playing catch-up to the enterprising few who are able to take advantage of the changing landscape. In recent years the industry has been forced to become more democratic in its approach and I think we’ll see this trend continue over the next decade.
Where do you see the music industry in five years’ time? Can you see musicians signing up to marketing companies, rather than record companies?
It’s a definite possibility. These days it’s so easy and inexpensive to produce and distribute music online that now the most important thing to an unsigned act is spreading the word about their music and reaching out to as many people as possible. The shift in revenue from recorded music towards live events is also hugely indicative of a potential shift in the status quo for the music industry. Tools like Bullseyehub enable venues, bands and promoters to maximise their reach and revenue and consequently represent an acceleration of the democratisation of distribution.
In addition, the distribution of budgets will also see a shift away from radio and television to more measurable forms of digital marketing such as online, mobile and video content.
Do you have any other projects in the pipeline?
Our main focus at the moment is adding additional features for Bullseyehub, however the company also develops and produces content for mobile applications at festivals. This is becoming an increasingly popular form of marketing and I think we’ll see mobile maps and guides become the standard at UK festivals in the near future.
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