#StartUpLab
#TheBigMusicBet #DiggersFactory Team #Visualette
During our lesson in AdAndPRlab we were asked to describe specifically one music startup, how it was created in the first place,what type of inovassion has offered to the music community and what type of Business Model it follows.We decided to work on DiggersFactory.
To begin with when we searched their official site (https://www.diggersfactory.com/) we saw that DiggersFactory is a place were artists can produce their own vinyls and share their music while supporting independent music and digging exclusive records.They also take care of the pressing and the shipping of the record directly to the artist.
This Startup is easy to be used. There are two options. The first one is Limited Edition with artists selected by their team while it gives potential collaborations with confirmed artists & labels to create numbered vinyl in limited editions. Exclusive reissues, unpublished releases or new albums ship to the user.Second there is Funding release which is open to all artists and all producers & artists can create their vinyl records thanks to the pre-order campaign. When they have enough funds they launch the production and they ship the vinyl to the user.
They have also a useful video that we watched:
Moving on to the Limited Edition, there is an active editorial part in the edition/re-edition of records from renowned artists and labels. They work on capsule formats, in very limited editions for special projects and back catalogue re-editions.
When it comes to the options there are several benefits to each one. When talking about funding, there is no financial risk which means there are no money invested, it is non-demand production and there is no worry about stocks or overstock. They press the exact number of pre-ordered records, that are shipped to the fans.Moreover, it is a Partner’s Network, where partners and artists give advise and assist in the vinyl pressing process : pressing plants, mastering studios, logistics, distributors etc.
How it all started:
They were created in January 2016 in France,by Alexis Castiel and Victor Perin allowing artists and labels to produce records with the help of the community, allowing any artist, label or producer, no matter his fame or his revenue to press and repress his music on vinyl.
Innovation :“We want to revamp the whole vinyl production and distribution system”. Alexis Castiel and Victor Perin, Diggers Factory co-founders.
“They believe that the vinyl records are best way to consume and value music these days. In a world where it has never been so easy to enjoy music, in almost infinite quantities, it seems easy to forget how much work,time and passion artists are putting in their work. And that’s where the vinyl format comes up, as the ideal medium to convey his spirit and his creative wealth. Allowing artists to press their music on vinyl is about enabling their listeners and people who really appreciate their music to get hold of a fragment of their genius.”
And it’s this direct method of conveying, from artist to fan, that they want to promote. Because, through this physical, noble and aesthetical object that the artist can design and model in every details, he can fully translate his original intention and get a fair payment in return.
The diggers factory business model:
They started to create this idea on January of 2016. They wanted to create a new place. in the music industry, in which everyone could create his vinyl regardless of other music industries.
In the first place, idea wasn’t too difficult to implemented. In 2016, 10 projects have been financed and 20 already since the beginning of 2017.
After a lot of experiments, they end up in two specific ways that they will run the application:
1. Funding
2.Limited edition
They saw that since the first moment they launched the application, the impact that they had in public, had big acceptance and positive feedback, while recently, actually, they raised 300.000€ with the Investessor network, thanks to their participation in the We Raise Startups program.
Last but not least, it is important to point out that the team is looking to expand with 3 new positions reflecting the strategic orientations for the coming months:
Marketing: to develop their own audience, but also help artists create and manage successful campaigns.
Sales: to educate artists and labels who are still not crossing the line, and develop their clients & partners network.
Distribution: to develop the recently created reseller/B2B activity, allowing record shop owners to buy in bulk.
And it’s in this same spirit that had when created Diggers Factory, a new production and distribution model for vinyl records.
THANK YOU FOR YOUR TIME
VISUALETTE TEAM:
Professor: Betty Tsakarestou
