HUB > Companies > WholeWorldBand
Published on 09-Aug-2016.
Based in Los Angeles and Dublin, WholeWorldBand (WWB) has developed a technology platform that helps exploit the potential of social video content, with its interactive video apps enabling anyone to create, share and comment on online content. The company was founded by well-known musician and music video director, Kevin Godley, and has one product in the marketplace and two in development:
- Youdio, a multi-track video recorder and editor that allows musicians and fans to create their own music videos, collaborate with stars and friends, and share the results with the rest of the world. Artists on the app include Ronnie Wood (Rolling Stones), Taylor Hawkins (Foo Fighters), Idina Menzel & Michael Bublé, Stewart Copeland (The Police), Hozier, Josh Klinghoffer (Red Hot Chili Peppers) and Within Temptation. It already has corporate partnerships with VH1 Save The Music, Movember Foundation, Harman, Warner Bros Records, Ryan Seacrest Productions and is in negotiations with a US TV Network.
- Soapbox is a standalone and embeddable application that enables partners to add interactive video discussions to any piece of video content on their sites. It enables multiple users to comment on the same piece of content and to interact with each other on video. It can be used for commenting, Q&A sessions and reaction videos, combining the company’s multi-channel video engine with simple tools to drive engagement and expand on existing content.
- Interuptr, an app that enables everyone with a mobile device to add themselves to video content and share it with the world, enabling them to easily comment on a video they are watching. It is part video selfie, part production tool.
Youdio was launched in October 2013, and is now live in more than 100 countries, with over 250,000 downloads and 100,000 registered users. It essentially acts as a virtual recording studio
, enabling everyone from famous professionals to complete beginners to work together to create songs and visuals and then share their video mixes directly to the internet and social media. Users pick a recording session and contribute with a vocal, instrumental or visual performance using the microphone and camera of their device (such as an iPhone or iPad); once they add their contribution (like a guitar solo), they can mix it within the app – choosing the degree of volume for example. Eventually, the host has a record that can include contribution from multiple musicians from different places.
The other two apps, Soapbox and Interuptr, are being developed and due to be launched in early 2017, and address a growing market trend moving from ubiquitous text-based commenting, to video-based commentary and personal video journalism. The apps are aimed at both the end user and market partner. Text-based advertising and recommendation engines like Outbrain and Taboola, designed to enhance the lifespan and value of textual content (just like WWB’s products do for video) have skyrocketed in popularity, providing nearly 250 billion ad impressions monthly to an audience exceeding half a billion people, and achieving mid nine-figure annual revenues in the process. Video commentary is the next frontier, given its greater efficacy as a communication method.
According to the company, global spending on online video advertising is growing at nearly 30% year-over-year and is expected to reach $23.7 billion by 2017, when it will account for approximately one-eighth of all Internet ad spending as brands continue to find video a particularly effective way to reach and engage audiences. Interuptr and Soapbox aim to capitalise on this trend by offering a uniquely engaged audience to advertisers, as well as higher than average retention and stickiness rates to publishers and channel partners.
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