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Project Overview
Developed in response to the mass consumption of illegal music online, Guvera is much more than a music streaming service. Through our award winning innovation and technology we are transforming the way consumers experience music. Guvera’s programmed globally, tuned locally approach ensures that we are delivering the most relevant yet diverse international and local content, playlists and artists to our users across Asia.
Unique to Guvera is its focus on emerging markets and its industry leading branded engagement platform.
Organisation
Team
Guvera has launched into ASIA with Guvera 2.0. We have developed specific features for emerging markets including low data usage and advanced audio buffering technology.
The creative team is based in Australia and works directly with the founders of Guvera.
Founders - Claes Loberg, Darren Herft
CTO - Damien King
VP of Product - Robb Snell
In house developers and Nextfaze (Derek Munneke) have been used to deliver this project
Project Brief
Access to free legal music for all people with an industry leading branded engagement platform.
Hand curated local and international playlists are key to Guvera giving it a personal touch that shows the human element of music. It also has an innovative discovery feature for creating stations using HashTags and seeding new stations on search are all part of the standard offering. Start stations on mood, event, artist name and genre.
At the heart of the latest app though is a new exciting manner in which all users can discover music. Unlike our competitors we have an additional element to music discovery. On top of featured and user playlists are Brands like Harley Davidson, Bose, Virgin and others providing relevant and engaging music playlists.
This is done in 2.0 via Branded Channels that act as a discovery mechanism for users to find even more music. Users can choose which brands to interact with and follow. Once they follow Brands they not only get access to millions of songs they receive exclusive offers, promotions and other branded content right from within Guvera. All of this is done in a branded experience that complements the music and ensure Artists receive the maximum value for their music.
Project Need
Unlike traditional music streaming services, Guvera has been designed and built for emerging markets. We have a focus on connecting Fans with Artists through the use of Brands. Advertising isn't an after thought but is intrinsically related to how we reward the musicians on the platform. We want fans to enjoy their legal music with the aid of the best Brands.
As such Guvera 2.0 was built with brands at the centre of the experience resulting in what is now known as a Branded Channel. These are key to music discovery and complement the user with both music and unique exclusive branded content.
The app also has been designed to support low data mobile networks and has a bespoke advance buffering technology built directly into the app to avoid additional data charges when roaming.
User Experience
Advertising is no longer forced upon users but each user can select a brand that is relevant and interesting to them. Once they follow the brand they can enjoy legal free music as curated by the brand.
Brands and Fans have an equal share of voice within the community and play a key role in the music discovery process for users.
Users can discover music via our local and globally created featured playlists. They can also follow their friends socially to see their activity and discover new music. Importantly though, they can also follow Brands and enjoy the hand curated music they provide.
Additionally users can interact with brands and receive exclusive offers on products and promotions, all whilst listening to latest music from local and global artists.
Project Marketing
LOCAL MUSIC FOCUS
Guvera collaborates with local artists across Asian to ensure that we are locally relevant and engaging. Guest curation, exclusive collaborations and helping elevate emerging artists onto the international music scene are just some of the strategies we employ to ensure Guvera remains locally focused and relevant.
COMMUNICATIONS
We tailor our communications to users based on how they use Guvera and the music they consume. We educate users on areas of the app they may not have yet utilized and reward them for engagement. Our users are able to tailor their music experience based on mood or genre, start a station based on their favourite artist, or curate their own playlists based on their favourite tracks.
PARTNERSHIPS
Collaborations with telco partners such as Lenovo and Digi across Asia help promote Guvera and give users easy access through their phone with rewards that include trial subscriptions
AMAZING EXPERIENCES
We are constantly exploring new and exciting ways to bring music to life for our users. From money can’t buy experiences, to exclusive merchandise and events, we reward our users for engaging with the music they love.
Project Privacy
We have complex security measures to ensure Music Streaming remains the property of Labels, Artists and Publishers. Guvera has introduced very low level encryption on file transfer and buffering amongst other privacy protection policies. Advertising is unique and innovative on the Guvera platform and we have likewise introduced privacy protection around customer data and 3rd parties.
We also use best practice for authorisation including supporting Facebook and Last.fm integrations.
Entertainment
Apps have overtaken entertainment. They influence what and how we watch or listen to, where and how we eat, dine and play, how we book and how we interact before during and after entertainment events. We're looking for apps that make entertainment even more entertaining.
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