tape.tv

tape.tv is a music video streaming provider based in Berlin.^[1] The company was co-founded in 2008 by Conrad Fritzsch and Stephanie Renner. tape.tv hosts upwards of 45,000 music videos from major German labels and a collection of indie labels. The current reach of the site is around 3.9 million unique users with an average dwell-time of around 25 minutes. tape.tv is free to the user and is financed through advertisement, which the company labels as " entertainment advertising".^[2]

Programme

tape.tv is personalised internet music television that users can modify according to their taste. tape.tv takes pride in allowing the user to either control the stream or to just tune in and watch like a TV channel. The programme is shaped by an editorial department, but users are able to personalise the content by using any of the several functions, such as a "more like this" button. They can also switch to genre-channels, such as Alternative rock, Hip hop music, Pop music, Rock music, Indie rock, Electro, Soul music, R&B and Heavy metal music. When the user likes or dislikes a music video, tape.tv stores the preferences and modifies the programme accordingly.

tape.tv also offers a search and a mixtape function. These mixtapes are individual playlists that can be sent via email or shared via social media.

For its programme tape.tv has full access to music videos from the four major labels Universal Music, Sony Music, EMI and Warner Music, as well as independent labels such as Finetunes, Kontor New Media, Rough Trade and Zebralution. tape.tv is currently available in Germany, Switzerland and Austria.

Productions

tape.tv has produced its own formats since the summer of 2010. The first one was the live-acoustic format called "auf den dächern" which translates to "on the rooftops." In October 2011, tape.tv celebrated its 100th production of this format with Florence + The Machine. Many of these concerts are available on iTunes.

In May 2011, tape.tv started its first live show called "on tape." The project was a cooperation with the German TV station ZDFkultur; users were able to get into contact with the host of the show and the artists via webcam, call-in, and Facebook chat.^[3] In December 2011, tape.tv reached an audience of more than 50,000 live viewers for the first time with German rapper Kool Savas.

Starting in May 2011, tape.tv also began airing a show with live concerts called "tape.live."

Video-premieres

tape.tv often has rights to the nationwide video premieres for famous international artists, such as Rihanna, Lady Gaga, Red Hot Chili Peppers, etc.

Blog

Aside from setting up the rotation and programme guide for tape.tv, the editorial department also runs a music blog, which features news from artists and offers a helpful overview of the programme.

History

In July 2008, tape.tv started under the web address http://tape.tv. The company was founded by Conrad Fritzsch and Stephanie Renner, who functioned as management of the company at the same time. 19 January 2010 saw the relaunch of the tape.tv platform, offering the users options to personalise the programme. In 2011, the company expanded from 35 employees to 85 employees.

In May 2012 tape.tv raised 5 million Euros from different investors in exchange for a small minority stake. Participants were Atlantic Capital Partners GmbH (through its currently managed fund), Dario Suter, Christoph Daniel und Marc Schmidheiny (DCM), Christophe Maire as well as Investitionsbank Berlin (IBB) VC Fonds Kreativwirtschaft Berlin, managed by IBB Beteiligungsgesellschaft. ^{[4] [5]}

In 2013 tape.tv acquisited the Internet opinion platform Amen (discontinued) including its employees and founders.

The company was downsized to 20 employees in October 2014.^[6]

Business model

Tuning in to tape.tv is free of charge. The business model rests on advertisement and media-cooperations.

Advertisement

tape.tv is mainly financed through advertisement. In order to keep the programme free from interruptions, tape.tv has developed the 360°motionAd. The 360°motionAd is a dynamic Flash animation around the tape.tv-player. The latest ad innovation utilised by tape.tv is the so-called FlipAd; the player flips back and the free space is used to promote the product message. With the FlipAd tape.tv offers an ad-format suitable for smartphones and tablets.

Cooperations

tape.tv cooperates with several partners offline and online. Some of these partners are bild.de, Yahoo!, Facebook,^[7] Spotify,^[8] ZDF.kultur, 3Sat, Spex and Radio Fritz.

Technology

tape.tv is streamed via internet browsers and smartphone apps. In order to receive tape.tv the user has to own a broadband internet access, as well as a current version of Flash.

Awards

2009

Webby Awards: "Honoree Music" tape.tv featured in the top 10 of the best web music pages Winner "Honorees Interactive Advertising" for the 360°MotionAd German Multimedia Award (DMMA) for the 360° MotionAd.^[9]

2010

LEAD Award: Category "WebTV of the year"

2011

Gründerszene (founders’ scene): Startup of the decade / Category: newcomer Association of Independent Musicians: Best Music Platform Techcrunch "The Europas": Nominated as Best Entertainment, Music, Video

References

External links

• CNN Future Cities Berlin on CNN
• tape.tv bei dw-world.de
• Crunchbase