![]() ![]() And in fact, there is a product that Serato makes called Serato Flip. Melodics hq software#The parting conversation with Serato was, “I really hope to find something that I can work on next that fits alongside what you’re doing.” By going to, say, Ableton - which was a partner of Serato - a company heavy in the world of music creation software and music performance software, we were finding this thing that went alongside what they were doing. Was there any awkwardness approaching contacts that you’d made during your tenure at Serato? So while the message is “this is software to help you learn”, it’s actually more about helping you to practice. And when you’re not sitting in front of it, hopefully you’re encouraged to come back and do your practice - because maybe you’re on a five-day streak and if you get up to ten days then you unlock all these extra lessons, so it’s motivating you to keep going. The software that we make, you get feedback from it when you’re sitting in front of it. It got me thinking: why is no-one applying this to learning instruments? So it got me thinking… wouldn’t it be cool if you could plug your instrument into a piece of software, it would listen to what you’re doing and it would slow down for you if you’re struggling, and respond based on how well you’re doing?Īnd the other thing that I was looking at was things like health and fitness apps and hardware, as examples of gamifying the process of achieving a goal - a personal goal that you want to achieve, like get fit or learn a language, getting points and rewards and really emphasizing daily practice and all these things. But it’s really low tech you can pause it, rewind it, and that’s pretty much all you can do. There’s millions of lessons on YouTube, and the top ten searches on YouTube with the word “lesson” in them are all music lessons. For me it started with learning off YouTube. There was no consumer offering, basically. Melodics hq how to#They have lots of software for making music, and they have lots of software for performing music - so if you want to make some stuff or perform it live, that’s all really well-covered by companies like Serato and Ableton - but there was very little that actually helps you to learn how to do it. The other gap is that I knew lots of these companies from working at Serato - companies that make this gear. And hundreds of thousands of these things are sold every year, but there’s only a handful of people that really really know how to do it. It’s like MIDI-controllers with pads… in the layman’s terms, it’s a musical instrument for electronic music. The gap in the market is that pad drumming is this thing that not many people really know how to do, and yet lots and lots and lots of these products are sold. ![]() We make software to help people learn pad-drumming. What was the gap in the market that you’d identified? As Gribben points out, there are a plethora of hardware and software options out there for pad drumming… but nowhere, other than YouTube tutorials, that will show you how to be better at it in a structured way.Īs a recent graduate of The BizDojo Auckland, I wanted to pick Gribben’s brain about how he came up with the idea of a responsive platform to help you learn an electronic instrument, what he’d gained from being in our coworking space, and keeping a tech company in New Zealand. If you’re a fan of electronically-flavoured music, you’ll likely be familiar with the concept drum pads are used by everyone from indie-electro band CHVRCHES to pad-drum protege AraabMuzik, and are an increasingly ubiquitous piece of hardware in the equipment suite of acts using any kind of sampling or synthesized music in their live sets. Melodics is an app that helps you learn pad drumming - also known as cue-point drumming. This January, roughly ten months after his initial idea, he began developing the product that is launching this week. By November, he’d formed the company, and in December was raising investment rounds. Gribben, ex-CEO of DJ software giant Serato, began incubating his startup idea at the Dojo in August 2014. I’m here to visit co-founder Sam Gribben and his team, recent graduates of The BizDojo Auckland. It’s a Friday afternoon when I turn up at the new Melodics HQ in Kingsland. I personally think it’s is a better export than milk powder.” “For a well-educated, small country in the middle of nowhere, IP is a really good export. ![]()
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