ROCKIFI, a new music streaming platform that targets the £19 billion global heavy metal market, was set up during lockdown by Felicitas Betzl and Ruaridh Currie. The pioneering service will allow fans to stream live events, discover new artists and donate funds for bands and workers affected by coronavirus.
Name: Felicitas Betzl
Position: Co-founder
WHAT IS THE BUSINESS CALLED?
Rockifi
WHERE IS IT BASED?
Edinburgh
WHY DID YOU SET UP THE BUSINESS?
WE originally set up a business focusing on live music events but we had to pivot in March to turn it into a live streaming platform. It allows artists to connect with fans and sell bundles as they can’t tour at the moment. Our founding members are all huge metal fans. Fans can engage more with the band. On other platforms they can only chat while the livestream is on but there is nothing before and after. It’s a digital business so we can do everything remotely. We spoke to remote developers weekly when we started. I have run a digital marketing agency remotely before so that helped. It has opened up doors in lockdown as fans and record label managers are always available when they aren’t touring. Before lockdown we would have had to go to London weekly to meet record labels and artists but we’ve not had to travel too much which has been positive for us. I knew I wanted my own business early on in my career. I have had to push myself harder but it’s exciting.
WHAT IS YOUR TARGET MARKET?
WE are targeting the metal and rock industry but we are speaking to others in the industry like those involved in indie and dance music. People’s mindsets have changed over lockdown as they are wanting to support small or local businesses more. This would have been the busiest gigging time of the year for bands so it’s easy to get in touch with them.
HOW IS IT DIFFERENT FROM COMPETING BUSINESSES?
THERE isn’t really anything out there specialising in heavy music – there is nothing like that out there at the moment. The platform will also be available for white labelling bigger bands and record labels.
We’re not trying to replace gigs but give artists the opportunity to monetise their content so it’s good in the long run. We will run question and answer sessions and meet and greets even when we go back to live gigs.
IS SCOTLAND A GOOD PLACE FOR THIS TYPE OF BUSINESS?
WE’VE had lots of support from Business Gateway and Scottish Enterprise. Having lived in Barcelona, which has a great start-up ecosystem, I would say Scotland is better as people are more supportive. I work as an ambassador for Women’s Enterprise Scotland which supports female founders.
I don’t think England has as much support. I mentor people myself, mainly female entrepreneurs, so I try to give back. In Scotland everyone wants to help out or recommend someone. I also received a lot of support from Jackie Waring and the Investing Women team over the years.
WHAT DO YOU ENJOY MOST ABOUT RUNNING THE BUSINESS?
GETTING to speak bands that I have enjoyed listening to for years. The music industry is new to me and it has been a learning curve to figure out how it works. One of the highlights for me, was probably meeting our first brand ambassador Richie Ramone in person and having a few beers with him and hearing some of his stories from when he played drums in The Ramones.
WHAT IS THE BIGGEST CHALLENGE IN RUNNING THE BUSINESS?
TIME and money. We’re all still working in our other full-time jobs [in digital marketing], I myself still run a whole other business, Ruaridh also works on design projects outwith Rockifi, [chief technical officer] Greg [Fyans] is still contracting as a developer. We had started our fundraising journey just before the pandemic started and we’re still looking for investment, so we can build our own team and dedicate all our time to Rockifi. We’ve only just launched so it’s a challenge trying to make it a scalable company.
WHERE DO YOU HOPE THE BUSINESS WILL BE IN 10 YEARS?
I WOULD like to have sold the company. We also have a global focus so we want to make it multilingual and license it out to other genres. In the next 10 years I hope we have 40 staff and be in a position where we have sold the company or are about to sell it.
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