Sahra Flock, Founder & CEO of BerlinMusicStation® tells us how they bring online (on the web) and offline (on stage) music together.
First of all, how are you and your family doing in these COVID-19 times?
Sahra Flock: We are doing well as we are able to deal with the situation in a flexible manner. It’s a challenging time, and we established a “new daily routine,” staying mostly at home, safe and healthy. While saying this, I am thinking how lucky we are despite all this.
Tell us about you, your career, how you founded BerlinMusicStation®.
Sahra Flock: I started playing the piano at the age of 7; I’ve been a music enthusiast ever since. Back when I moved to Berlin, I realized that there’s something called GarageBand on my Laptop, which made me use our keyboard as a midi controller. It didn’t take long, and I bought myself Logic Pro for my next birthday. Absolutely thrilled by the results, I started to create my own music.
Shortly thereafter, I finished some tracks and looked for music platforms to share them. I felt something crucial was missing, and this is when it all began.
How does BerlinMusicStation® innovate?
Sahra Flock: The music industry has changed a lot in recent years. With the power of home computers and technological advances in software, the cost of getting into the music business is now negligible. Getting your music out there to an online audience of millions is just a matter of clicks. With this ease, new problems surface, and this is where we come in.
BerlinMusicStation® is the first music platform worldwide that brings online (on the web) and offline (on stage) music together. We provide music streaming and voting for gigs at the same time.
Our goal is to change the way music is consumed and performed in this digital age because we are convinced that a great future challenge is to link communities in virtual – and real-life, especially when it comes to music presentation.
Translating online music into offline activity enables our community to celebrate music more tangibly. We enable artists and their audience to cross-fertilize.
How the coronavirus pandemic affects your business, and how are you coping?
Sahra Flock: The virus affects human interaction in a disturbing way. Our most natural habits, being social and meeting people, threaten to be fatal, in the worst case. In our context, gatherings and celebrating music are indivisible. As we cover the online side of music as well, we are able to shift the focus and adapt to change quickly.
Did you have to make difficult choices, and what are the lessons learned?
Sahra Flock: Luckily, I did not have to since we are in the process of building a comprehensive infrastructure. On many levels, the pandemic has taught me to be flexible and to ensure a broadly based mindset every day anew.
To target a specific approach too early can make you lose a wider focus.
What specific tools, software, and management skills are you using to navigate this crisis?
Sahra Flock: Rather than tools or software, I need to communicate with the people involved to understand their needs. On the other hand, my stance is that there is no “business as usual. ” A clear focus to target early-adopters is crucial as well. Unexpected change makes you alert and ready to bring out the best in the business’s favor. You just need to allow yourself to break the confirmed habit.
Who are your competitors? And how do you plan to stay in the game?
Sahra Flock: Frankly, we love to see continuous evolution in the music field. With rapid advances in technology, which are opening the floodgates for music, you need to refrain from unduly competitive thinking.
Your final thoughts?
Sahra Flock: Since the pandemic started and affected all of us so suddenly, the world has massively changed. It!s more important than ever to maintain human interaction, and music is the universal tool to do so. As we move into a new era and the world is trying to figure out how to wakeup and what to learn from the pandemic, so-called problems need to be exposed in order to be solved at an early stage.
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