While Zefr’s legacy is video and its products helps brands like Adidas and agencies like Starcom find targeting and brand amplification opportunities on YouTube, Raddon is carrying on the family tradition by entering the music world. (Raddon’s brother is the popular American deejay, DJ Kaskade.)
He sees opportunity to provide better audience insights for brands, something music-streaming apps like Spotify have explored by building profiles based on listening activity.
“Why is it when you interject a fan into the publishing of content, it amplifies that content?” Raddon said. “People interact with SoundCloud differently than the way they would a video platform, but what it does have in common with YouTube is there’s this enormous amount of content being uploaded and you go and search actively for content you’re looking for.”
Raddon sees coming convergence between mobile and desktop video and audio advertising, particularly with radio natives like NPR entering the fanfare of spring TV upfronts.
The difference between traditional media and a platform like SoundCloud is that it allows fans to be involved and upload content as opposed to a pure publisher push, Raddon said.
This allows the fans to be an active participant both in the distribution and sometimes creation of content, which can complicate things from a monetization perspective: What’s worth more, branded or user-generated content?
It’s a question Zefr hopes to answer.
“We’ll begin to identify content and start reporting on data and metrics that will help the platform and brands understand what’s driving that engagement,” Raddon said.