Project Overview
Guvera is a revolutionary brand-funded music streaming and entertainment company that gives its members free access to millions of tracks from local and international artists, legally. Consumers have shown exceptional interest in the app, with more than 16 million music lovers signing up in less than two years. The latest version, 3.0 establishes Guvera as more than just a music app. Guvera is leading the entertainment charge by giving members the most immersive music experience with socially-driven discovery, editorial content including videos, articles and premium curated playlists - all via an exceptional UX.
Organisation
Team
The project was completely delivered with Australian resources. The product development, design and backend API services were all built by Guvera Australia, on the Gold Coast. The app was delivered in association with our development partners, NextFaze, Adelaide Australia.
Project Brief
How do you provide music lovers with free access to music and at the same time provide for an embattled global music industry suffering the impact of piracy?
Since 2008 when Guvera kicked off as a downloads-only service to today, where it is a cloud-based streaming service live in 20 countries around the globe, the answer has been branded entertainment.
But not branded entertainment that bores, disrupts or encourages a subscription service. Instead, Guvera has developed a unique way of enlisting advertising that engages, inspires and actually encourages the consumption of music, in turn supporting the brands, artists, labels and publishers responsible for producing it.
Enter Guvera's 'brand channels': bringing brands to the forefront of the music experience in a way that is non-disruptive, engaging and enjoyable for the music lover. Brand channels are an in-app feature that offer a brand their own in-app real-estate. Brand channels present an extensive in-app offering, including the ability to watch videos, read articles, browse products, transact in-app purchases, discover new music through branded playlists and enter competitions, all while members listen to the best local and international music.
This brand-funded model means Guvera offers a free and legal alternative to pirated music, thus ensuring the growth and sustainability of the music industry.
Project Need
The Guvera brand channel system brings brands, music and consumers together seamlessly on an entertainment platform. Guvera has patented the algorithms that match a brand to a specifically targeted consumer based on their demographic profile.
The integrated offering also helps provide real-time insights into user engagement patterns, ensuring consistently effective channel functionality is maintained. This gives brand channels a legitimate way to demographically target and engage with consumers.
With the release of Guvera 3.0 and the launch of music channels based on genres and moods, brands now exist in a contextually relevant environment.
Brand channels have a multi-panel layout that caters to the different KPIs different brands have. It’s a tactic that distributes targeted content to a highly active, engaged audience. It also means that a member is presented with like-minded branded content relevant to their listening history and music preference. Like rock music? Then you'll love this Harley-Davidson playlist.
The platform has been proven to increase customer retention and campaign activation as well as to convert browsers to shoppers through Guvera’s seamless native advertising platform.
Member engagement is tracked to measure what types of content are most engaging: members are never pushed to consume, but can choose to engage with brands when they want, how they want, where they want.
User Experience
With Guvera 3.0 the app's social offering has been supercharged. Now, members can share tracks, albums and playlists with their followers via the (in-app) social feed or with their followers via direct and private in-app messages. This presents an incredibly effective and personalised way of discovering new music.
There's also a lot to discover. Guvera has more than 30 million songs licensed globally from both the world's biggest music labels (Sony, Universal and more) as well as local labels such as Hungama in India. Guvera's members have the world's best and most relevant content at their fingertips.
Our members can also personalise their profile with a picture and a quote, while their profile page lists their most-played tracks. Another winner for a follower's music discovery.
Within music channels our members have access to a swag of editorial content including exclusive interviews, original articles, videos and even photo galleries. Members also have complete control over how they engage with brand content. While listening to their favourite music, our members can browse a brand's offering such as exclusive deals, blog articles and hand-curated playlists.
Project Marketing
Guvera's two key focuses are acquisition and retention. We aim to acquire quality users to the app and then activate them through onboarding communications and education. Then we work to retain our members on the platform; this means encouraging more visits, longer stream times and have them actively engage with brand channels and our editorial offering.
Acquisition campaigns have been designed to increase awareness of Guvera's brand and service and to attract quality members to the platform. This is successfully managed with social media campaigns, sponsorships such as The Voice Australia, La Voz Peru and The Australian Open, digital campaigns, TVCs and awareness campaigns.
Our retention strategy involves educating members on product benefits and changes, rewarding and recognising high-end consumers, providing tailored content and offering unique opportunities such as exclusive concert experiences. We do this successfully through a range of touch points including eDMs, social media, competitions, artist engagement, activations, push notifications, best-in-class editorial, sponsorship partnerships and partnerships with brands.
Project Privacy
All exchanges with members are based on the privacy laws of the jurisdiction or territory that they are in. Guvera undertakes extensive measures to ensure best practice privacy is maintained and strives to achieve the highest level of privacy in a complex and fragmented technology world. In addition to privacy protection policies, Guvera is currently engaged in further penetration testing and data integrity measures to ensure all customer data is protected.
Guvera has also recently enhanced its privacy policies and has conducted a review with key infrastructure suppliers. Guvera works with secure data networks protected by both industry-standard firewalls and by passwords. We use security measures in order to safeguard members' identifying details.
We work to protect the security of information during transmission by using secure sockets layer (ssl) software, which encrypts information inputs.
Entertainment & Leisure
Apps have overtaken entertainment & leisure. They influence what and how we watch or listen to, where and how we eat, dine and play, how we book and how we interact before during and after entertainment events. We're looking for apps that make entertainment even more entertaining.
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