The greatest inventions are smart and timely ideas that fill a detected void, while making people’s personal, and or professional lives easier.
Noticing the need for a visually-driven, talent-focused artist platform that connects the new creative class — Roslynn Cobarrubias and Driss Ouazzani teamed up to develop the answer to authentic networking and artist discovery in a digital generation.
Merging their experience and expertise, they founded mydiveo – a creative network that cultivates discovery and collaboration by providing artists with a
mobile portfolio to showcase their talent. Cobarrubias acts as the Chief Marketing Officer, while Ouazzani serves as the active CEO.
Simple and easy to use, mydiveo delivers an on-demand visual resume tailored for today’s on-the-go culture. In addition to artist discovery, the platform enables artists, music lovers, industry executives and brands to connect, collaborate and engage.
“We envisioned and listened to what artists and the industry needed to expedite discovery and developed a new website and app to help fill those needs,” Ouazzani stated.
Emerging artists create a discovery video, or “diveo”, which functions as a visual EPK. In the videos, artists speak to their specific talent, background, inspirations and accomplishments.
A mydiveo profile features short artist descriptions, links to social channels, a list of notable co-signs and curated content for users to view. A geo-targeted discovery feature forges instant connections between those needing and seeking talent across the globe.
The ultimate goal of the platform is to foster relationships between artists and creators around the world. Mydiveo is launching exclusively in the states, with plans to expand into several international markets.
Slated to launch in Summer 2015, mydiveo has raised $4 million in private funding. In a real-world test, mydiveo was used to assist in discovering emerging artists to be featured on
America’s Got Talent. They’ve also been gathering exclusive content from social media stars like Liane V., while booking an assortment of performers for live television shows such as Skee TV .
“The need is to draw back to the talent,” says Cobarrubias, “mydiveo is about posting videos specific to your talent – not posting your food, or airing out your laundry with confrontation – it’s a social network with a purpose.”
Beginning her career as a college DJ at Cal State Fullerton, Cobarrubias noticed early on that many of the artists didn’t have marketing support. In search for solutions, she started creating alternative methods to promote them, such as live events and other direct marketing tactics.
Seeing success and steadily carving a niche, Cobarrubias became the Marketing Director for the National Association of Record Industry Professionals
– a networking organization for music industry executives. In the role, she spearheaded panels and workshops that connected sharp-minded business leaders and rising executive talent.
While at NARIP, Cobarrubias helped music start-up companies develop their go-to-market strategy – which is when she met the creators of Myspace.
Cobarrubias was the architect behind Myspace’s first go-to-artist strategy, serving 10 years as the Sr. Director of Artist Relations and Dir. of Integrated Marketing. During her tenure, Myspace grew from 2 million to 200 million active users, the Hip Hop & R&B community expanding from 126 to over 2 million artists, and Myspace became the #1 website in the world.
Initially, her straight-to-artist approach was deemed too personal. Colleagues weren’t convinced it was a smart strategy working with artists directly. But, it was leveraging the direct relationship with artists that changed the game.
“It was a strategy I created by chance and hard work, refusing to go the traditional route,” Cobarrubias stated, “the artists understood their needs and what they wanted, which brings us to today when I see the same need.”
“We came with mydiveo because me, as a music lover, would wake up and go to YouTube, or other platforms to find new talent singing songs I like but couldn’t easily find it,” stated Ouazzani, “now we’ve created a road map for musical talent to be found.”
Moving to the United States just 6 years ago, Ouazzani swiftly found his place in the Los Angeles nightlife industry. His Circle 16 Company generated its partners over $2 million in annual revenue, earning the capital to expand into further ventures.
Recognizing his high-profile clients had a desire for luxury services, Ouazzani was inspired to create a luxury car rental company, Centurion Lifestyle , which has grown from $150K in annual revenue its first year, to now totaling more than $1.7 million annually.
The serial entrepreneur also founded
Curbstand – a mobile valet service that allows app users to pay from their smartphones before arriving to the venue, allowing drivers to park and give their car to the valet with needing cash. Curbstand now has 150 registered venues in Los Angeles, and 400 throughout different cities.
Now, Ouazzani is expecting even greater success with mydiveo, because of the evident desire and open lane.
“When attempting to draw comparisons there’s a blank space – because it doesn’t exist,” he confidently stated, “there’s simply no platform where you can find good artists and good content easily.”
An artist’s career is rooted in relationships, and networking is an essential element to any industry. When conversations seize and boastful smoke clears, what you’ve produced will always speak louder than any written credential you reference.
Although it’s still important to have something physical, your body of work is your best promotional tool.
“A resume is obsolete – people can put anything on a resume,” confirms Ouazzani, “now you have to show what you do and how you do it – you can’t lie about your body of work – mydiveo builds a level of credibility.”
When you believe in what you produce and why you produce it, your thoughts shift to letting the work be your stamp of approval.
Less megaphone marketing and more emphasis on making great material not only increase interest, but also further add an undeniable element of quality that sustains relevance and demand.
Though still in development, a beta version of the mydiveo platform was recently released. The free app will be available in the App Store and Google
GOOGL -0.31% Play, launching with an exclusive set of diveos from a curated roster of artists and tastemakers.
“It’s a very visual world,” declares Cobarrubias, “mydiveo will help artists accelerate the process and get closer to where they aspire to be.”
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