TUNE by Rdio

BRAND WISDOM:

Everything We Do Leads To Discovery

CORE BRAND TENETS:

Rdio was competing with online music subscription services iTunes, Deezer, MOG, Napster, Rhapsody, and Spotify. The desktop experience was streamlined and easy to access.  Launched by Skype founders Niklas Zennström and Janus Friis, Rdio delivered personalized albums, stations, and playlists. “Social from the ground up — it sounds like marketing speak, but it was legit,” says Chris Becherer, Rdio’s head of product. “The founding premise was the best music recommendations come from the people you know. That was the whole idea.”

THE ASK:

Reinventing Music Discovery: Access has become the evolution of ownership and the new flood of irrelevant music means it’s more difficult to discover. We are living in the culture of the now – “I just want to hear it – not have to find it.”  The desktop is the full Rdio experience. We wanted to create a more accessible and fun access to the massive music library, while also suggesting deeper content, curation for expert profiles. The goal was to make the art of discovery easy to share and become more engaging / active / communal.  We wanted to appeal to everyone from the passive listener to the highly active DJ level curator. Similar to the eBay “feedback score”, passive consumers can trust that Rdio’s curation has been successful with other listeners.

RIP RDIO