Lessons from Building world's largest social music platform

Lessons from Building The World’s Largest Social Music Platform Matthew Ogle & Anil Bawa Cavia FoWA 2007

How does it work?

How does it work? Listen - to your own music - to Last.fm radio

How does it work? Listen - to your own music - to Last.fm radio Share -your taste instead of ﬁles - automatic, via “scrobbling”

How does it work? Listen - to your own music - to Last.fm radio Share Discover -your taste - via your friends instead of ﬁles - via people with - automatic, via similar taste “scrobbling”

15 million tracks scrobbled / day

15 million tracks scrobbled / day (175 scrobbles per second)

15 million tracks scrobbled / day (175 scrobbles per second) Over 6 billion tracks scrobbled since 2003

15 million tracks scrobbled / day (175 scrobbles per second) Over 6 billion tracks scrobbled since 2003 10 million artists

15 million tracks scrobbled / day (175 scrobbles per second) Over 6 billion tracks scrobbled since 2003 10 million artists 70 million tracks

15 million tracks scrobbled / day (175 scrobbles per second) Over 6 billion tracks scrobbled since 2003 10 million artists 70 million tracks 700k tracks streamable on Last.fm radio

15 million tracks scrobbled / day (175 scrobbles per second) Over 6 billion tracks scrobbled since 2003 10 million artists 70 million tracks 700k tracks streamable on Last.fm radio 17 million items tagged

15 million tracks scrobbled / day (175 scrobbles per second) Over 6 billion tracks scrobbled since 2003 10 million artists 70 million tracks 700k tracks streamable on Last.fm radio 17 million items tagged 145k artist wikis

Last.fm World Domination Headquarters Whitechapel, London, 2004

Early Growth Lessons

Early Growth Lessons Don’t overextend – scale with your growth, not before

Early Growth Lessons Don’t overextend – scale with your growth, not before Make sure revenue sources scale with increased usage

Early Growth Lessons Don’t overextend – scale with your growth, not before Make sure revenue sources scale with increased usage Google ads

Early Growth Lessons Don’t overextend – scale with your growth, not before Make sure revenue sources scale with increased usage Google ads User subscriptions

Early Growth Lessons Don’t overextend – scale with your growth, not before Make sure revenue sources scale with increased usage Google ads User subscriptions Involve users in your web application’s story

Early Growth Lessons Don’t overextend – scale with your growth, not before Make sure revenue sources scale with increased usage Google ads User subscriptions Involve users in your web application’s story Make growth a selﬁsh aim for existing users

Early Growth Lessons Don’t overextend – scale with your growth, not before Make sure revenue sources scale with increased usage Google ads User subscriptions Involve users in your web application’s story Make growth a selﬁsh aim for existing users Be as open as you can afford

Audioscrobbler.com homepage, late 2004

Openness and Growth

Openness and Growth In 2004, we had a cool service, but needed data

Openness and Growth In 2004, we had a cool service, but needed data Audioscrobbler Protocol 1.0

Openness and Growth In 2004, we had a cool service, but needed data Audioscrobbler Protocol 1.0 Webservices for accessing users’ music proﬁle data

Openness and Growth In 2004, we had a cool service, but needed data Audioscrobbler Protocol 1.0 Webservices for accessing users’ music proﬁle data Together, provided “round trip” incentive for plugin developers

Openness and Growth In 2004, we had a cool service, but needed data Audioscrobbler Protocol 1.0 Webservices for accessing users’ music proﬁle data Together, provided “round trip” incentive for plugin developers Winamp, iTunes, WMP, Amarok

Openness and Growth In 2004, we had a cool service, but needed data Audioscrobbler Protocol 1.0 Webservices for accessing users’ music proﬁle data Together, provided “round trip” incentive for plugin developers Winamp, iTunes, WMP, Amarok Foobar, QCD, mpd, XMMS, mpg321

Openness and Growth In 2004, we had a cool service, but needed data Audioscrobbler Protocol 1.0 Webservices for accessing users’ music proﬁle data Together, provided “round trip” incentive for plugin developers Winamp, iTunes, WMP, Amarok Foobar, QCD, mpd, XMMS, mpg321 Noatun, Quod Libet, Jinzora, Ampache

Openness and Growth In 2004, we had a cool service, but needed data Audioscrobbler Protocol 1.0 Webservices for accessing users’ music proﬁle data Together, provided “round trip” incentive for plugin developers Winamp, iTunes, WMP, Amarok Foobar, QCD, mpd, XMMS, mpg321 Noatun, Quod Libet, Jinzora, Ampache (and dozens more)

Openness and Users

Openness and Users Involve non-technical users as well

Openness and Users Involve non-technical users as well Promote a community around your application

Openness and Users Involve non-technical users as well Promote a community around your application Talk to your users (bad news > no news)

Openness and Users Involve non-technical users as well Promote a community around your application Talk to your users (bad news > no news) More likely to tolerate growing pains…

Moving into the new ofﬁce Old Street, London, May 2006

Growing up

Growing up process

Growing up process product

Growing up • process 20 to 40+ employees in 6 months product

Growing up • process 20 to 40+ employees in 6 months • “people trump process” product

Growing up • process 20 to 40+ employees in 6 months • “people trump process” product • simple tools are effective tools

Growing up • process 20 to 40+ employees in 6 months • “people trump process” product • simple tools are effective tools • radiate information across different channels in the company

Growing up process excerpt from #last.fm irc channel

Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872)

Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM

Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners'

Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid.

Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release..

Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon ﬂash streams is 1440, number of registered ﬂash streams is 764

Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon ﬂash streams is 1440, number of registered ﬂash streams is 764 felix: hey abc when did you put the adsense leaderboard on bottom cat pages live?

Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon ﬂash streams is 1440, number of registered ﬂash streams is 764 felix: hey abc when did you put the adsense leaderboard on bottom cat pages live? abc: friday

Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon ﬂash streams is 1440, number of registered ﬂash streams is 764 felix: hey abc when did you put the adsense leaderboard on bottom cat pages live? abc: friday 3:45 PM

Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon ﬂash streams is 1440, number of registered ﬂash streams is 764 felix: hey abc when did you put the adsense leaderboard on bottom cat pages live? abc: friday 3:45 PM mokele: ? lookup track 11082618

Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon ﬂash streams is 1440, number of registered ﬂash streams is 764 felix: hey abc when did you put the adsense leaderboard on bottom cat pages live? abc: friday 3:45 PM mokele: ? lookup track 11082618 irccat: track.id(11082618) Zetan Spore ??? Subspace Distortion http://www.last.fm/music/Zetan+Spore/_/Subspace+Distortion (lastfm=t)

Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon ﬂash streams is 1440, number of registered ﬂash streams is 764 felix: hey abc when did you put the adsense leaderboard on bottom cat pages live? abc: friday 3:45 PM mokele: ? lookup track 11082618 irccat: track.id(11082618) Zetan Spore ??? Subspace Distortion http://www.last.fm/music/Zetan+Spore/_/Subspace+Distortion (lastfm=t) pete_bug: jonty, can you please suspend PP campaign 3670?

Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon ﬂash streams is 1440, number of registered ﬂash streams is 764 felix: hey abc when did you put the adsense leaderboard on bottom cat pages live? abc: friday 3:45 PM mokele: ? lookup track 11082618 irccat: track.id(11082618) Zetan Spore ??? Subspace Distortion http://www.last.fm/music/Zetan+Spore/_/Subspace+Distortion (lastfm=t) pete_bug: jonty, can you please suspend PP campaign 3670? jonty: pete_bug, sure one sec.

Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon ﬂash streams is 1440, number of registered ﬂash streams is 764 felix: hey abc when did you put the adsense leaderboard on bottom cat pages live? abc: friday 3:45 PM mokele: ? lookup track 11082618 irccat: track.id(11082618) Zetan Spore ??? Subspace Distortion http://www.last.fm/music/Zetan+Spore/_/Subspace+Distortion (lastfm=t) pete_bug: jonty, can you please suspend PP campaign 3670? jonty: pete_bug, sure one sec. irccat: Trac: ticket #1526 (http://support.last.fm/trac/ticket/1526) "group recommendations are slow" created by muz.

Growing up process excerpt from #last.fm irc channel osmotic communication

Growing up process product

Growing up • process 15 million unique users a month product

Growing up • process 15 million unique users a month • product plan for going global

Growing up • process 15 million unique users a month • product plan for going global • afﬁliations should enhance the user experience

Growing up • process 15 million unique users a month • product plan for going global • afﬁliations should enhance the user experience • harness critical mass

Growing up • process 15 million unique users a month • product plan for going global • afﬁliations should enhance the user experience • harness critical mass • embed your service in others

Growing up • process 15 million unique users a month • product plan for going global • afﬁliations should enhance the user experience • harness critical mass • embed your service in others • make the transition from service to platform

Growing up product harness critical mass

Growing up product harness critical mass user-generated content

Growing up product harness critical mass network effects of socialization user-generated content

Growing up product harness critical mass network effects of socialization afﬁliate services user-generated content

Growing up product harness critical mass network effects of socialization user moderation afﬁliate services user-generated content

Growing up product harness critical mass user-generated content drives feature design

Growing up product

Growing up product embed your service in others

Growing up product embed your service in others quilts

Growing up product embed your service in others quilts charts

Growing up product embed your service in others quilts charts radio

Growing up product embed your service in others allow users to export

Growing up product

Growing up product transition from service to platform

Growing up product transition from service to platform openness is key to web platforms

Attention and “Myware”

Attention and “Myware” When you pay attention to something (or don’t), data is created

Attention and “Myware” When you pay attention to something (or don’t), data is created Myware: spying on yourself

Attention and “Myware” When you pay attention to something (or don’t), data is created Myware: spying on yourself Attention economy alters traditional meaning of “active user”

Attention and “Myware” When you pay attention to something (or don’t), data is created Myware: spying on yourself Attention economy alters traditional meaning of “active user” Social web + attention aggregators = where the action is

Attention data Monetizing attention

Attention data Monetizing attention 1 - Microchunk it - Reduce the content to its simplest form.

Attention data Monetizing attention 1 - Microchunk it - Reduce the content to its simplest form. 2 - Free it - Put it out there without walls around it or strings on it.

Attention data Monetizing attention 1 - Microchunk it - Reduce the content to its simplest form. 2 - Free it - Put it out there without walls around it or strings on it. 3 - Syndicate it - Let anyone take it and run with it.

Attention data Monetizing attention 1 - Microchunk it - Reduce the content to its simplest form. 2 - Free it - Put it out there without walls around it or strings on it. 3 - Syndicate it - Let anyone take it and run with it. 4 - Monetize it - Put the monetization and tracking systems into the microchunk.

Attention data Monetizing attention 1 - Microchunk it - Reduce the content to its simplest form. 2 - Free it - Put it out there without walls around it or strings on it. 3 - Syndicate it - Let anyone take it and run with it. 4 - Monetize it - Put the monetization and tracking systems into the microchunk. Fred Wilson, The Future of Media, November 2005

Attention data Monetizing attention

Attention data Monetizing attention Powerplay is sponsored airtime

Attention data Monetizing attention Powerplay is sponsored airtime Individualized targeting based on attention history

Attention data Monetizing attention Powerplay is sponsored airtime Individualized targeting based on attention history New attention metrics for reporting

Attention data Monetizing attention Powerplay is sponsored airtime Individualized targeting based on attention history New attention metrics for reporting No more CPMs - the ‘scrobble’ is our attention unit

Attention data Case study: tag cloud moderation

Attention data Case study: tag cloud moderation Paris Hilton tag cloud, October 2006

Attention data Case study: tag cloud moderation Paris Hilton tag cloud, October 2006 Paris Hilton tag cloud, February 2007

Attention data Case study: tag cloud moderation

Attention data Case study: tag cloud moderation Censorship is not acceptable in a folksonomy

Attention data Case study: tag cloud moderation Censorship is not acceptable in a folksonomy Attention data does not lie

Attention data Case study: tag cloud moderation Censorship is not acceptable in a folksonomy Attention data does not lie Weigh user tags by volume of attention user gives to content

Attention data Case study: tag cloud moderation Censorship is not acceptable in a folksonomy Attention data does not lie Weigh user tags by volume of attention user gives to content Attention earns trust

Future of Last.fm

Future of Last.fm more

Future of Last.fm more less

Future of Last.fm • more more growth less

Future of Last.fm • more more growth • more streamable music less

Future of Last.fm • more more growth • more streamable music less • more ambient ﬁndability

Future of Last.fm • more more growth • more streamable music less • more ambient ﬁndability • more personalization / things you can do with your data

Future of Last.fm more less

Future of Last.fm • more fewer interfaces less

Future of Last.fm • more fewer interfaces • fewer barriers to entry less

Future of Last.fm • more fewer interfaces • fewer barriers to entry less • fewer gradients?

Thank-you. Questions? matt@last.fm anil@last.fm

Lessons from Building world's largest social music platform

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Notes on slide 1

102 Favorites & 2 Groups