Connect with us

Lessons Learnt

Do Like Indie Shuffle And Content Curate

Indie Shuffle’s success comes down to curating — not creating — great content, keeping costs low and fans happy.

Monique Verduyn

Published

on

Indie-Shuffle-Founder

Vital stats

  • Player: Jason Grishkoff
  • Company: Indie Shuffle
  • Past position: Cut his teeth at Google in Palo Alto
  • Established: 2009
  • Visit: indieshuffle.com

Remember this

Technology gives everyone a voice. But having a voice doesn’t guarantee an audience. In fact, with so much noise, finding an audience is harder than ever. Success often lies in becoming a trusted content curator — a reliable source of high-quality information.

Algorithms are not the key to world domination. Jason Grishkoff knows that. The founder of music blog Indie Shuffle differentiated the platform in a crowded sector by focusing on content curation done by real people who love music.

He’s proved that even in a market dominated by big players, niche providers can thrive by being exceptional and responding to the needs and tastes of their users.

‘We believe humans are better than robots,’ goes its tagline. Since its launch in 2009, Indie Shuffle has streamed more than 500 million minutes of music, the app is approaching one million downloads on iPhone and Android, and the platform has users in all but five countries worldwide. More than six million songs are streamed every month.

Related: How Fashion Start-Up ToVch Built A Brand Presence With Only A Little Budget

Careful curation

The secret to the success of Indie Shuffle is to be found in the team of 50 international contributors — or tastemakers — who alert users to new music and playlists across a range of genres, including indie rock, hip hop, electronic, and everything in between. “We have differentiated ourselves by how well we help listeners sift through a seemingly endless choice,” says Grishkoff.

Born and raised in Cape Town, Grishkoff, whose first love is coding, started the blog as a hobby and a way to keep in touch with friends when he studied and then worked in the US. When, between 2011 and 2013, there was a sudden proliferation of music blogs, Indie Shuffle’s focus on a niche market — music lovers whose tastes lie beyond the Top 40 — gave it the edge.

The idea is to offer curated playlists to get people to listen to new music and artists, with lots of information about each. Becoming known as the go-to source for indie music has positioned Indie Shuffle as a thought leader, which is one of the key benefits of good curation.

Lesson: In his book Tribes, Seth Godin describes a tribe in the following way: “A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: A shared interest and a way to communicate.”

The Internet has reignited the age-old concept of the tribe, and has made it possible for tribe members to be spread out all across the globe. And going hand in hand with the proliferation of these online tribes is the concept of content curation.

With so much noise out there, tribes are always on the lookout for carefully curated content. Regardless of your market, you should aim to position yourself as the custodian of content.

Related: Magna Carta’s Digital Strategy Is One To Watch

Indie-Shuffle-CEO

Remaining competitive

In the US, on-demand streaming by listeners was up 92% through the first half of 2015, with more than 135 billion streams, according to Nielsen Music. In a hugely crowded marketplace, and with the likes of Apple Music and Spotify dominating, to say nothing of YouTube’s music video boom, the combination of careful curation and good technology continues to set Indie Shuffle apart. It also helps that the platform’s target market is hardly mainstream.

“Our competitors in the music sector, most of them with vast music libraries, started shrinking when the new players entered the market, but our superior music collection and sophisticated technology enabled us to grow,” says Grishkoff.

“We developed the ability to allow users to hit play and listen to hours of music before many other music blogs did it, and that was a major differentiator.”

Lesson: Smaller operations can remain competitive even when behemoths invade their market. Despite the presence of Apple Music, Indie Shuffle has remained relevant by offering niche content that’s carefully curated, and by staying at the forefront of technology. It might depend on tastemakers rather than algorithms for curation, but it fully realises the importance of technological innovation.

Ready, set, scale

It helps that Grishkoff is so proficient in the technology behind the platform. He has the ability to quickly make changes and upgrades, so whether he is rolling out new features or improving existing functionality, rapid development allows Indie Shuffle to move quickly, to the benefit of its users.

“The beauty of something like this is that once the platform is running it does not require much attention,” he adds. “Most of my time is focused on simplifying and removing any complexity.”

Behind all these impressive figures are just four full-time staff members, each situated in different parts of the world. Grishkoff, who runs the business side of things, is in Cape Town; two editors in San Francisco and Sydney; and a developer in Calgary.

Lesson: In order for a start-up to become a successful business, its idea needs to be scalable. An influx of business should not result in unmanageable complexity. Indie Shuffle is an excellent example of a service that operates unchanged, almost regardless of user numbers.

Related: Solo Artist And Entrepreneur K.O On Embracing Limitations

Social media rule of thirds graph

Content curation is an excellent way to keep your marketing team small, while still having a strong impact on your customers and target audiences via various social media and digital channels.

The power of content curation

Sharing outsider content by other businesses and thought leaders shows your audience that you know your industry well, that you’re part of a larger community, and that you’re aware of your competition. More importantly, it shows that you’re collaborative and confident enough in your own brand to share another’s content.

Using content curation

Effective content is meaningful, attractive, social media friendly, and on-message with your brand. Keep these elements top of mind when selecting the content you want to share. Once selected, interpret what each piece of content is saying, analyse it according to your brand message, and then present it in an impactful way.

Monique Verduyn is a freelance writer. She has more than 12 years’ experience in writing for the corporate, SME, IT and entertainment sectors, and has interviewed many of South Africa’s most prominent business leaders and thinkers. Find her on Google+.

Continue Reading
Advertisement
Click to comment

You must be logged in to post a comment Login

Leave a Reply

Lessons Learnt

Can Being Deceptive Help You Build Your Business? It Worked For These 5 Entrepreneurs

We’ve all told little white lies. But what about the big ones? What if telling them would bring your business success?

Jayson Demers

Published

on

Prev1 of 6

elon-musk

We all commit little acts of deception, like saying we got stuck in traffic when we were really late to the meeting because we wanted to watch the last five minutes of a favourite TV show. Little white lies? I’ve told them. You’ve told them.

But what about big lies, the kind truly lacking in integrity – like misrepresenting your sales to a prospective investor?

Obviously, there are often severe consequences to lying. Depending on the context, you could lose the trust of a peer, break a professional relationship or even face legal action. Yet, despite these consequences, lying is more common in the entrepreneurial world than you might think.

Just take as an example these five entrepreneurs, who might not be as well known or successful as they are if it weren’t for some clever acts of deception:

Prev1 of 6

Continue Reading

Lessons Learnt

Three Habits That Underpin Entrepreneurial Success

Here are three powerful habits that will help you stay focused, define your entrepreneurial attitude and take your business from zero to hero.

Nicholas Bell

Published

on

business-man-success

Successful people and businesses don’t all share the same traits and commitments. Yes they all have managed to break barriers and achieve impressive goals. They’re the leaders, the movers, the shakers and the industry creators. However, not all entrepreneurs are created equal and their recipes for success can differ wildly.

Some swear by a three-hour run every morning followed by a nice salad and the bustle of busy work life. Others need an incredibly early start so they can spend time with their emails and focus on their business. Every entrepreneur has their  own secret tricks that keep them on the straight and successful narrow, but most share a few simple habits that are guaranteed to make a difference.

Here are three habits that will help you become better at business and at leading others towards long-term success:

1. Always be ready to change your assumptions

Many people are unable to change the assumptions they have about their business and its future as it evolves. No business model should be locked in cement and rigidly upheld, it will need to adapt and adjust as it grows and customer needs change. As an entrepreneur you need to understand this concept and be prepared to evolve and change in new directions and markets.

Related: Business Plan Format Guide

This also ties into failure. Do you understand why you failed at something? Are you aware that perhaps your business model is changing? Can you learn from these experiences? Can you adjust your business model, get better research, refine your ideas? If you are ready to take positive value out of these moments and experiences, then you are an agile and inspired entrepreneur.

2. There’s no off switch

Passion and commitment are absolutely key to the success of your business and your own personal growth. You can’t switch off or walk away or just take a sick day because you feel like it, not if you want to stand as an example to your employees or if you want to build a brilliant business.

It may sound trite and tired, but a work ethic is the single most important habit to have as an entrepreneur. You need to always hold yourself to the highest standards, commit to ethical practice and work harder than anyone else.

3. Take it personally

This doesn’t mean gentle sobs in your office when Susan from accounts ridicules your maths skills. If you take your business personally, then you are wrapping the skills learned in points 1 and 2 above into one cohesive whole – you are embedding your passion into every crevice of your company. Care about what you do, be passionate about what it stands for, and be prepared to fight for its life. The route from zero to billion-dollar business isn’t easy. If it was, everyone would be doing it.

Remember, the idea is only 1%. Sweat, work, commitment and focus are the other 99% of the success equation.

Related: 22 Defining Entrepreneur Characteristics

Continue Reading

Lessons Learnt

Head Of Audi South Africa Shares His Top Lessons On Weathering The Storm In Turbulent Times

When the economy isn’t playing ball, it’s time to roll up your sleeves, face your challenges head-on, and get to work, says Head of Audi SA, Trevor Hill.

Nadine Todd

Published

on

trevor-hill-quote

Vital Stats

  • Player: Trevor Hill
  • Position: Head of Audi South Africa
  • Visit: www.audi.co.za 

“In everything we do, across the organisation, we ask this question: Is it the best? That’s our value proposition. Without it, we don’t have a clear direction for everyone to follow.”

Some of the biggest brands in the world are well-known for keeping things lean. Amazon is a prime example, where even Amazon-branded employee backpacks are reused. Many bloated organisations learnt the hard way in 2008 that if you aren’t efficient and focused on the bottom-line, you’ll struggle to survive in competitive and volatile environments. On the other hand, businesses that were already lean and flexible not only survived the recession — many of them actually thrived, mainly because they were far better equipped to handle new economic realities than their competitors.

According to research conducted by Bain & Co’s authors of The Founder’s Mentality, Chris Zook and James Lane Allen, 85% of the biggest growth challenges large-scale organisations face are internal. This doesn’t mean the economy and competitors don’t matter. But the way leaders and managers of those organisations react to economic and external stimuli does.

Trevor Hill, Head of Audi South Africa, is well-versed on the impact external stimuli can have on a brand — even an established premium brand like Audi South Africa. Economic and political conditions in South Africa have impacted consumer confidence, and the premium vehicle market has experienced year-on-year double digit declines over the past three years. “The premium market is almost half the size it was three years ago in South Africa,” he explains. “Consumer confidence, the high pricing of premium cars, and a general buying down trend have really impacted our market. Three years ago, we were selling close to 20 000 vehicles per year. Today we sell around 10 000 vehicles. You can’t ignore market conditions. You need to face them head on, and do what’s best for your employees, the brand and your consumers.”

Related: 10 Ways To Develop A Success-Oriented Mindset

Here are Trevor’s five lessons for weathering the storm so that your business and brand are well positioned when market recovery begins.

1. Have a clear value proposition that everyone understands and embraces

“We will never be the biggest in the South African market,” says Trevor. “Mercedes-Benz and BMW produce in South Africa and have an advantage over us in terms of export credits. If we can’t be the biggest though, we can focus on being the best. That is entirely within our control.

“Our ‘Best’ strategy says that we want to be the best organisation, have the best product, the best brand and the best customer service. Everything we do must be looked at through this lens – is it the best? If we host an event, have we chosen the best venue, event organisers and caterers? Does the look and feel match our standards? If we can’t be the best — we don’t do it.

“In everything we do, across the organisation, we ask this question: Is it the best? That’s our value proposition. Without it, we don’t have a clear direction for everyone to follow.”

2. Understand what’s in your control and then roll up your sleeves and get it done

The rate cut at the end of 2017 really helped the premium market towards the end of the year. The problem is that there are things you can control — such as running a lean organisation — and things you can’t control, such as whether or not there will be another rate cut. So how do you ensure a proactive culture rather than a defeatist mentality when times are tough?

“The spirit of Audi has always been to challenge boundaries, roll up our sleeves and forge our own future,” says Trevor. “It’s in our ‘Vorsprung’ DNA. This has never been more applicable than when we’re weathering a storm, but it has to be fostered when the waters are calm.”

The theory is straightforward. If an organisation isn’t used to challenging boundaries and being in control of its own destiny, it’s difficult to find those characteristics when they’re really needed. When something is woven into a brand’s DNA, it’s because it’s always there, and the organisation’s entire culture supports it.

Trevor can point to examples everywhere. For example, in the 1980s, Audi was the first car manufacturer to put a five-cylinder engine and four-wheel drive on a rally car, and cleaned up two years in a row as a result.

“The Audi spirit is that you can improve anything. You just need to be willing to put in the work.”

Faced with extremely tough local conditions, the South African team is now doing just that: Rolling up its sleeves and finding solutions.

“This is how we handle the business as a whole. We’ve been completely upfront with head office and our investors about current market conditions, but we aren’t complaining — we’re putting the facts on the table, showing them what we can control, and unpacking how we’re going to see the business rolling forward. Because of that attitude and transparency, we have everyone’s full support.”

3. Never throw money at a problem; smart solutions aren’t necessarily the most expensive

trevor-hill

“Spending a fortune on brand campaigns isn’t going to change the reality of the current market conditions,” says Trevor. “It’s easy to throw money at a problem, but then what? We’ve taken a different approach. We’ve selected a number of brand ambassadors whose values really align with our own. These include TBO Touch, Cameron van der Burgh, Wayde van Niekerk and Nomzamo Mbatha. Their followers know what they stand for, and associate Audi with those same values. It’s a much more targeted and niche way to gain awareness for our brand.”

For Trevor, not throwing money at a problem is a value that should be ingrained in an organisation. “We approached 2018 with this value top of mind. At the end of 2017 our management team went away for a strategy session. We collectively took a look at the entire business and asked what we needed to do to drive this business through the stormy waters of 2018.

“Each manager then got a target for their division that was aligned with the other divisions and organisation as a whole. They then conducted individual strategy sessions with their teams. The whole thing was a problem-solving mission: This is the budget we have, this is where our focus needs to be, now how do we go out and deliver the best? What’s our plan?

“These plans were then aligned with each other to ensure everyone was going in the same direction, and we measure everything. My KPIs filter down to the management team, and theirs filter down to their teams. It’s a very inclusive system; everyone can workshop the problem, and in that way we don’t only gather some out-the-box ideas, but we get everyone’s buy-in as well.”

Related: You Need This One Trait To Succeed In Reaching Your Goals

4. Encourage your team to try new things and communicate collaboratively

Very often, individual divisions communicate well together, but the message and camaraderie is lost across divisions, particularly between sales and marketing. “We’ve found two ways to encourage participation and camaraderie across the business,” says Trevor. “The first is that we always encourage new ideas. If something is tried and tested and doing well, especially in marketing, try to own that property. But if something isn’t giving you what you want, change it. We’re often too scared to change things that aren’t working or to try something new. We encourage participation and thinking differently. The bigger your pool of ideas, the more you have to work with.”

The company also has a number of monthly meetings that bring different divisions into the same room for workshop sessions. “We have a lot of field staff who aren’t often in the office. We need to keep communicating with them to pull them into the fold,” explains Trevor. “For example, once a month we have marketing and product meetings. The marketing, product and sales teams all attend. It gives everyone an opportunity to know what’s happening and hash out any questions or issues then and there. The communication between divisions — particularly marketing and sales — is much better as a result.”

5. Keep your core motivated

Like many industries, there’s a lot of employee movement in the consumer and premium brands segment. “People move. That’s the reality of job markets around the world,” says Trevor. But stability is important, and at Audi SA, that means identifying your core employees and keeping them happy.

“We have a very strong core. Within the organisation we’ve identified a core group of employees whom we absolutely need if we’re going to continue to run this business efficiently and successfully. Once you’ve identified your core, you need to keep them happy, and that’s about a lot more than their paycheque.

“Different people want different things — advancement, developing their careers, an opportunity to work abroad or perhaps spend more time with their families at home.”

The lesson? Figure out what’s important to each member of your core and try your best to give it to them. Success is a team sport — you need to keep that core team in your corner.


MAKING A SUCCESS OF NEW TERRITORIES

Trevor Hill began his career with Audi as an area manager in 1989. In 1997 he left South Africa to join Audi’s head office in Germany. Since then he has headed up divisions in Germany, Japan, China, Dubai and South Korea. One of the biggest lessons he’s learnt through his travels is that while there are certain business fundamentals that hold true everywhere, each culture has its own way of doing business, and you need to understand what that is on the ground if you’re going to make an impact and be successful.

“One of the biggest things I’ve had to communicate back to head office is that each territory operates slightly differently,” explains Trevor. “For example, in Germany, you have 100 days in any new job to prove yourself. If you don’t make something happen in those 100 days, you’re not seen to be successful. This is impossible in Asia, where business is all about relationships. You have to develop a relationship based on trust and honesty, and that doesn’t happen overnight. Until you have that trust though, your employees and customers won’t work with you. When you enter a new territory, take your time. The first year is all about understanding the lay of the land. In the second year you can implement your strategy, and in the third year you can start reaping rewards.”

Continue Reading
Advertisement

SPOTLIGHT

Advertisement

Recent Posts

Follow Us

Entrepreneur-Newsletters
*
We respect your privacy. 
* indicates required.
Advertisement

Trending