We talked Jonas Sellberg, Co-Founder and Chief Operating Officer of Staccs, the home of concert and here is what he said it.
First of all, how are you and your family doing in these COVID-19 times?
Jonas Sellberg: We are all doing very well. It has been a challenging time not just for us at Staccs but for everyone. At Staccs, we are all pulling together to get through this and working hard for our Nordics launch, which has recently gone live.
Tell us about you, your career, how you founded Staccs.
Jonas Sellberg: I began my journey in the music industry in the late 1980s, working in sales at distribution companies such as SGA before picking up an A&R role at Scandinavian Records and later at Edel Records. Within my A&R role, I worked closely with globally renowned artists such as Faithless and SASH! In this new venture, I helped develop the careers of artists such as Spiller, Funkstar De Luxe, Scooter, and Craig David.
In 2001 I joined Swedish-based Joia Records and was instrumental in launching and developing the careers of world-class artists such as Avicii, Sebastian Ingrosso, Axwell, Steve Angello, Alesso, Eric Prydz, and Steve Lawler. What followed from there was a step into management at Scandinavia’s leading artist agency, Joia Agency. In this new role, I represented artists such as John Dahlbäck, Albin Myers, David Tort, Lunde Bros, and Klingande.
In 2018 I co-founded Staccs – a brand new, premium streaming service for music concerts – taking on the role of the Chief Operating Officer.
How does Staccs innovate?
Jonas Sellberg: Gearing up for a local launch in the Nordics, we have to ensure our product is as innovative as possible. Operating as a premium-streaming platform, the tech is the first thing users engage with and therefore has to be as state-of-the-art as possible. We have a team of developers that are constantly innovating our platform to ensure functionalities and features allow for a seamless user experience and provide them with the best way to enjoy our content in the highest quality possible.
How has the coronavirus pandemic affected your business, and how are you coping?
Jonas Sellberg: The pandemic has shown the desire for digital content is greater than ever. During a time when live concerts have been unable to go ahead, music fans have been sorely missing the live experience. Reliving the magic of a live concert is something that we are aiming to bring to our end users during a time when the return of live events is slowly coming back.
Even when live events do return, we predict that there will be a hybrid approach between digital and the physical experience. Fans are craving the opportunity to go back and see their favorite artists but will also want to relive that iconic moment afterward. That’s what we are doing – bringing back legacy content that can live on.
Did you have to make difficult choices, and what are the lessons learned?
Jonas Sellberg: Being the co-founder of a music tech startup, there have been many difficult choices to make. Deciding on a go-to-market strategy, identifying the right time to launch, managing a team, and generally around the business development side of things. Each decision made will impact the future of the company.
However, when making difficult decisions, we always go back to the core of our business and what our goal is – which is to become the global home of legendary concerts on demand. We exist for music fans and have created a product with them in mind.
One other thing to mention is the fact that I didn’t have any previous experience within tech, as I come from a strong music background. However, I strongly believe this has been an advantage for us, as I’ve been able to identify problems from a music industry perspective which a solution can be offered via Staccs – which is all part of our journey in building a tech product.
How do you deal with stress and anxiety?
Jonas Sellberg: Stress is a factor of life, I guess, and it affects us all in different ways. I think that my way of handling stress goes hand in hand with planning your time and ensuring I’m making the most of my weekends to spend them with friends and family in order to gain your inner strength.
Who are your competitors? And how do you plan to stay in the game?
Jonas Sellberg: Staccs is a unique platform in that the content we are hosting will be delivered in the highest quality possible – both in audio and video. It is designed to be a premium streaming service purely focused on music content – be that either legacy concerts or music documentaries. There are platforms out there that delve into music content but are either not the same standard or are not purely focused on music content.
Our platform is designed for and aimed at the ultimate music fan. Currently, we offer the latest and most popular concerts, gigs, and documentaries, on-demand, across many genres of music – including rock and pop. We will continuously expand our scope to ensure that our content is available across all music genres and serve all kinds of music fans globally. It’s something that will naturally develop so that in the long term, we will host a vast array of catalog content for fans to enjoy.
Initially, we will be launching across the Nordics with focus artists including Lenny Kravitz, The Who, The Doors, The Rolling Stones, and many more. Eventually, a rich variety of artists will become available for our subscribers.
Not only that, but our business model is unique in how we deliver royalty payments to the content owners. We operate a user-centric model, whereby all potential earnings for the artists and rights holders will be directly correlated to the content the fan engages with. This model will see Staccs divide each fan’s subscription fee only between the rights holders for the video content they’ve watched, rather than the traditional pay-per-play models used by other services, which sees subscription fees divided up by overall streams on the entire platform. If a fan only watches one particular artist, that artist’s earnings will benefit from that fan’s subscription fee. This is how we differ in the market.
Your final thoughts?
Jonas Sellberg: I think it’s important always to remind ourselves why we exist – and that is to allow music fans to relive the magic of their favorite gigs. With the pandemic shutting down live events, we hope our product will to some extent, reconnects fans to their love of live music.
We all know we are living in ever-changing times, especially in the music industry. Therefore, adding new revenue streams for heritage concerts and music documentaries offers us a unique talking point with anyone that is willing to think outside of the box when considering a new commercial opportunity.
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