The future of streaming is in the spotlight as labels seek out superfans to support further industry growth. While physical music clearly delivers on the fandom front, though, DSPs have tended to provide a one-size-fits-all solution.
‘Streaming 2.0’ has become an industry talking point and that’s opened up an opportunity for Hangout, a new social listening platform that’s aiming to transform the audio streaming experience. The virtual listening community connects users through music discovery and curation with access to more than 100 million tracks, including licensed content from Universal, Sony, Warner and Merlin.
“Our vision for Hangout is to transform music streaming into a shared, interactive experience that fosters real connections,” says CEO Joseph Perla, who was behind music platform Turntable.fm more than a decade ago.
Aiming to bridge the gap between passive listening and social engagement, Hangout’s free app launched globally with all features last month on the web, iOS and Android.
Backers include Founders Fund, the San Francisco venture capital firm, along with Elizabeth Street Ventures, 468 Capital, f7 Ventures and investor Michael Guimarin, who participated in the extended seed round totalling $8.2 million last summer.
With customisable avatars, users can join artist-hosted events or create their own “hangouts” and invite friends. Features include virtual DJ booths, dance floors and live chat.
“It’s more than just a streaming platform – it’s a community where users can express themselves, discover new artists and connect with others who share their musical passions,” explains Perla. “We aim to make Hangout a key part of the streaming and social ecosystem by redefining how people experience music together.”
Year-end events such as Spotify Wrapped – widely shared by users – suggest there’s plenty of scope for streaming and social media to work hand-in-hand throughout the year.
“Members of Hangout are already sharing the playlists they generate from playing with their friends every day,” says Perla. Users can also export and share their playlists directly via Spotify and Apple Music.
The start-up hit the ground running with its label licensing partners thanks to a deal with 7digital, which has been a long-term B2B digital music solutions provider.
As a result, Perla says they have been able to build a “seamless and immersive listening experience”.
“We are proud to have 7digital as a key partner, providing the robust music data that powers our platform,” he adds. “Their extensive global catalogue and precise metadata enable us to deliver a fast and accurate search engine, ensuring members can find exactly what they’re looking for with ease.”
Hangout is being utilised by artists for the promotion of album releases and tour dates, as well as selling merchandise and engaging with the fan community.
The platform has signed up artists including Umi, Sofi Tukker, Greta Van Fleet, Girl In Red, Cage The Elephant and more.
“We enhance the industry by providing a way for artists to promote their work in a natural way that has never been seen before,” says Perla. “And for music fans on Hangout, group streaming is fun, intimate and social.”
One of its key attractions for artist campaigns is virtual listening parties. Hangout can also offer album release events, fan exclusives, fundraisers and exclusive merch sales. Interactive chat can be paired with avatars or video (artists can set the mode).
“Events can drive streams, boost physical sales and build excitement for tours and merchandise,” says Perla.
Crucially, artists also have the ability to collect data, including member demographics and emails.
Plans include an avatar store in order to enhance engagement with fans and provide further opportunities for monetisation for artists.
Perla is confident that the time is right for Hangout.
“Artists love it,” he says. “It has the music industry buzzing.”
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