The British Startup Letting Fans be the Director 

Ray Meadham, CEO of Multiview Media tells us about music management during Covid.

First of all, how are you and your family doing in these COVID-19 times? 

Ray Meadham: We have thankfully all been ok so far. The rollout of the new vaccines offers everyone a glimpse of hope, but there is no denying that the past year has been challenging in many ways for all of us. The way we work, live, and interact with each other has all changed drastically and without very much warning – practically overnight. I think that we can all say that it has not been easy adapting to the ‘new normal.’

Tell us about you, your career, how you founded Multiview Media.

Ray Meadham: I developed the idea for Multiview Media while being a music manager myself. I was looking to increase the revenues of my roster and thought, “why not explore live stream in a multi-angle format that could open up new commercial opportunities?”. Over the last few years, I have collaborated with key people during the development stages of Multiview Media, including Kelli Richards, ex-director of Apple, singer-songwriter Imogen Heap, as well as Tim Clarke, co-founder of, i.e., music, and we have been working together on bringing the idea to market. In that time, we have made several iterations of the product and our offering thanks to feedback from all our early supporters and backers – which range from music management, music industry professionals, and artists. 

How does Multiview Media innovate? 

Ray Meadham: Put simply, we give fans the role of director. Our white-label technology offers a much more engaging production than traditional broadcasting. It gives audiences complete autonomy over how they watch content, allowing them to switch between camera angles, just like they can with our live stream offering. Looking ahead, we have exciting plans to work on original content, which would mean a lot more involvement in the recording process and mean working directly with acts and talent on the production. This also opens up opportunities to make the viewing experience more immersive with technology like augmented reality (AR) being introduced. We can also embed the player in third-party sites and within VR.

How does the coronavirus pandemic affect your business finances?

Ray Meadham: The pandemic has undoubtedly increased the value of live streaming and our proposition, as we have all been stuck at home seeking alternative ways to see our favorite artists and bands in the absence of live music. At the same time, this has accelerated viewers’ expectations, who now demand more control, interactivity, and options over their viewing experience. Although we have only just set out, we hope that by offering a multi-angle viewing experience, the viewer is given a more immersive and interactive experience over a traditional broadcast to meet this demand. It also allowed us to visit historical content and create multi-angle VOD.

Did you have to make difficult choices regarding human resources, and what are the lessons learned?

Ray Meadham: Launching a startup simply cannot be done without a team around you. Finding the right people is so important as it can make or break your business. I am fortunate enough to have 25 years of experience in the music and education industry as a musician, teacher, and manager. During that time, I have built up several good connections within the world of music and technology that have helped me a lot when setting out my vision for Multiview Media. My advice to anyone setting out is not to do it alone – do not be afraid to share your ideas with fellow industry professionals. They might just actually help you achieve your vision.

How did your customer relationship management evolve? Do you use any specific tools to be efficient?

Ray Meadham: Working in technology really helps us as we already have an understanding of its potential in making processes more efficient. That said, it is only an aid for us, rather than technology taking over or completely fulfilling a particular role, such as customer relationship management. As a team, we have at least over 50 years of experience within the music and technology sectors, so this, combined with technology, has given us a good grounding to launch and build up our client list.

Did you benefit from any government grants, and did that help keep your business afloat?

Ray Meadham: We applied for a bounce-back loan and were successful, and that allowed us to appear at CES and begin the PR campaign. 

Your final thoughts?

Ray Meadham: I think that it is important to mention that our technology has the purpose of creating a new type of streaming service fit for today’s viewers. It is not about replacing or removing jobs. Viewers today expect more control, interactivity, and options over their viewing experience – and by offering a multi-angle viewing experience, the viewer is given a more immersive experience over a traditional broadcast. We work with directors to ensure each angle is captured at the right angle and explore new options that would resonate with the audience. Expertise from directors is critical. 

Your website?

multiviewmedia.co.uk