In my extended family and my friends circle, I have the dubious distinction of being the ‘Bhaand’. So besides being expected to dance away at every potential moment (which honestly, is something I quite enjoy), another something which my bhaailog expect from me is to have the right music for a party. Unfortunately, practically all of my music collection these days is a combination of Alt Rock and Hindi Film music, and at any rate not enough of the fare you would need to have a dance party. So, second in the PBBI series is a idea which I thought of when last contacted by my cousin brother for arranging the music for his house party.
Product Name: Bajao.com (The domain name by the way is unavailable, owned by someone in Mumbai)
Tagline: Jab Bhi, Kuchh Bhi
Description: Q: Which is the one thing that house parties always seem to not have enough of, or of the right kind? A: Music. Bajao.com would be your Broadband DJ – a music streaming site specifically catering to people organising a house party, but in no mood and with no money to hire a real DJ.
Product Logo: Maybe the O can look like a drum, and the j like a martini glass. (Too banal?)
Details: The way it would work is this. Bajao’s servers host all the latest and greatest dance tracks on it’s servers. You have a party, you logon to Bajao.com, create a playlist with the tracks you want played, and have the music stream over your broadband connection during the party – making it a rocking success and you a perfect host. The Bajao technology also enables numerous DJing effects like crossfading, scratch, mixing etc. Integral to Bajao.com would be a social networking element where people not only can create and share playlists but also share stuff like cocktail recipes, food ideas and the like. Additionally it could have special playlists created and the music recorded by celebrity DJs bringing the Elevate experience to your own house.
Show me the money: a) Since there would an obvious cost of music acquisition, and possibly major copyright issues (will get to that later), one way to make money could be to charge a small fee for each hour of music played. This would seem justified because to get that music otherwise you either paid money to get it from the store (you’d say but I own what I buy from the store – will get to that as well) , or spent a fair amount of time acquiring it from your friends. b) Another obvious route (though, from what I hear, unproven as yet in India) would be online advertising – it will not compromise user experience, because of kind the service that if offers, allows it. c) One can buy a custom CD/Tracks from an online music store from his playlist. There could be a revenue share element between Bajao and the online store/custom CD maker. (You would say then why would I use Bajao again, if I already have the music? It might work, because you don’t have a party everyday, plus dance music is quite shortlived – there isn’t really a concept of ‘classics’ the way it it with other music styles.)
Pros: a) Since a party is a one-time affair, ownership is not necessary an issue. I am fine dancing to Jamelia’s Superstar at a party but I may not necessarily want to own it. It is inefficient for me to go and buy it. If I have a broadband connection and Bajao – bingo! I have it when I want it the way I want it b) Social Networking features – which party organiser would not want premade and well rated playlists with cocktail recipes to boot?
Cons/Bottlenecks: a) The obvious one first – Bandwidth – which seems to practically non existent in India, and bandwidth is VERY important. I can’t stream music over 64kbps, because the bad quality would sound even worse on a high volume deck. Also, imagine the track stopping in between because of insufficient buffering – complete disaster. b) Copyright issues – as is always the case with music, plus the rhetoric around the whole issue has subconsciously affected all of us. It could jeopardise the custom CD part of the business. But the core service IS like radio so it should be feasible in some manner (though Internet radio, at least in the US, is governed by different laws than terrestrial radio, as a result of which they have to pay higher royalties compared to normal terrestrial radio) c) Does it address a broad enough market or is it a mere subset? Internet radio companies might see it as an addon for example.
Competition: Satellite radio companies could be a big ones, and they have no Bandwidth issues. Although it lacks the interactivity of the web as of today. (Worldspace by the way does not count – as it plays the same music over and over again, at least on all channels I hear). It’s quite possible that such a service exists, but I havent googled this idea as yet (a cardinal sin) – updates as and when.
Damn, I don’t have a quote to go for this one. Nevermind, shall add later.