At 2:23 a.m. on October 12, 2019, Mark Meikle sprung awake with an idea to revolutionize how music lovers everywhere stream their favorite songs. As President of Easy Song Licensing, Meikle had already been on the hunt for a way to break into the streaming market when the idea came to him.
“I’ve been in search of this idea for a long time,” says Meikle. “We’ve had a lot of success in the music licensing business since 2005, but I always kinda knew that we wanted to grow our business in music.”
He immediately sketched his idea out and began the search for someone to turn it into a reality. That search eventually brought him to MentorMate. In the past five months, our teams have been hard at work on a prototype to introduce the world to an entirely new way to incorporate music into daily life.
World, Meet Giddy
Giddy is a unique music streaming app that not only changes the way we listen to our favorite songs, but when. The app’s interface is that of a clock allowing users to plan out their entire day’s listening down to the minute.
Simply drag and drop your songs onto the clock face precisely when you want to hear them and your day’s music is scheduled. You no longer have to worry about that soft jazz guilty pleasure popping on in the middle of an intense workout or that thrash favorite interrupting your quiet time before bed.
With a working prototype in hand, Giddy has entered the next phase of its business with the launch of a Kickstarter campaign. Funding from the campaign will help them launch the full version of the app in Spring 2021.
One of Giddy’s defining features is Party Mode. We’ve all been in those social situations where one person is a little bit over-protective of the party playlist. Party Mode deters that by allowing multiple people to collaborate and add whatever songs they’d like to hear. The Giddy app then intelligently mixes the list in a fair way and plays everyone’s songs so no one feels left out.
“Each user can prioritize their individual list “My List”, separately from the party’s playlist,” says Meikle. “Then Giddy plugs the users’ “My List” selections into the user’s slots on the party list. The result is better than randomizing because each party guest can decide which of their selections will play next for them when their turn comes.”
And since Giddy is associated with Easy Song Licensing, there are a lot of song choices to add to the party playlist. Meikle and the Giddy team have lined up partnerships with Warner Music Group, Sony Music Entertainment, and Universal Music Group.
As Meikle puts it: “Having those three labels on your side provides access to 80% of the music people want to listen to in the world. From there, the rest of the pieces fall into place pretty easily.”
For its spring 2021 launch, Giddy expects to have a comparable catalog to Spotify and Apple Music including a deep selection of indie artists. Giddy is also priced similarly at $9.99 a month with Kickstarter supporters receiving discounted pricing for subscribing early.
From Idea to Prototype and Beyond
The Giddy prototype was Meikle’s first time working with an offshore team and it’s safe to say, he’s sold on it. Working quickly and efficiently, we built the Giddy prototype from the ground up in just four months.
“Our MentorMate team exceeded my expectations at every turn,” says Meikle. “They took on this large and complex project, got it to where it is now in a very short time, and I have full confidence that they’ll get it to where it needs to go next. I see this partnership continuing for a long time.”