How Can A “Love You” approach help an Audio Startup to grow?
A few days ago, I received a message from my music streaming service saying that I listened to 65,000 minutes of music this year. That’s about 3 hours daily, or 45 days of my year spent with music at my side. I am becoming a happy music junkie, using it to help me concentrate, relax, enhance my mood, have fun, feel motivated, or just make my daily life a little better—especially when I’m stuck in a traffic jam!
And it’s not just me—streaming services are the norm, and are completely changing the way people consume music. Today, 140 million Spotify subscribers spend an average of 2.5 hours a day on the platform. Offering a catalog of 30 million songs (Spotify), a hi-fi quality (Tidal, Qobuz), or attractive editorial content (Apple Music), each platform competes to offer better services to increase the listening time.
Unfortunately, many music subscribers are frustrated—and so am I.
With new technology comes new problems. Our musical life is still vulnerable to various distortions and breakdowns. Streaming music in real-time is instant and easier, but it lacks connectivity and intelligence, giving listeners new frustrations like loading time or poor connection quality.
As we listen to more and more music, we want that music to easily follow us wherever we go and also sound amazing while doing it. Some products have tried to resolve this. Multi-room wireless speaker systems offer the promise of music no matter where you are in your house, but their closed system leaves the audiophile with limited mobility beyond that. New headphones promise wireless connection, but so far no headphone is optimized for the new way of music consumption, integrating smart functions to allow music to be part of our everyday life without ever getting in the way.
Rules are made to be broken, especially the ones that don’t serve the consumers.
As a Strategist, I’m constantly sharing this motto—inspired by the famous General Douglas MacArthur quote—with my clients. And it’s one I think the audio industry needs to hear.
When you know that music fans and audiophiles are unhappy with their audio experience; When you know there’s a demand for intelligent and high-quality products that work across brands and communicate with a variety of software; When you see that so many innovations exist that could easily make the audio experience better, like new materials and the hardware industry and algorithms that make products smarter than ever before; When everything in the world around you is being disrupted; Why do headphones still limit the quality of music we can enjoy?
Disruption starts by implementing a “love you” instead of “love me” strategy.
Investing in your clients’ needs is rarely a bad investment. Brands should be aiming to help solve their problems and to make them happier. So why are brands still spending millions of dollars on the “love me” strategy instead of the “love you” strategy? Customers don’t care about the brand story; they care about their own story—and how the brand’s products can help them. To be able to disrupt a market, companies need to center their strategy on clients.
This is exactly what Funky Sound Studio is doing with the launch of Debussy, a brand that creates smart listening objects. They’re rethinking the headphone like many others have—but unlike others, they’re doing it from the user point of view.
They have created the Sound Lab, which brought together sound engineers, software engineers, designers, artists, data scientists, strategists, UX experts, collaborating with a large pool of customers to invent the audio devices of tomorrow.
The team at Debussy reimagines the future as musical life without the frustration. They’ve created products that provide an easy listening experience, don’t compromise the sound of the music, and help audiophiles everywhere stay connected to their songs, amplifying their life all day long.
A perfect “Love You” approach.
More on Funky Sound Studio Mission.