NEW MUSIC SYSTEM TAPS TECHNOLOGY TREND TO ENGAGE PATRONS

In Music by Clyde Mooney

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In the rapidly changing technology landscape, entertainment provider Nightlife has launched a revolutionary new product that taps into consumer demands – and their favourite music.

Following months of development with music-streaming leader Spotify, Nightlife has completed beta testing and is now rolling out ‘crowdDJ’ to venues across Australia and New Zealand.

Incorporating the most appealing aspects of Spotify, the system allows patrons to connect their personal-use Spotify account with the venue’s own music list, to request tracks they like to hear.

Song requests can be done via a free app for smart phones, or through the venue’s own in-venue kiosk. The app can also help patrons find venues using the system.

“Patrons are allocated credits when they check into a venue using the app,” Nightlife’s Phil Brown explained to PubTIC.

“They can use these credits to choose songs that are available in the venue – based on the venue’s curated Nightlife library.”

Operating in real time, the system can be regulated by the venue, making credits available as required.

“crowdDJ differs from a standard jukebox because, rather than one or two individuals channelling requests through one device, the whole crowd can influence the music through their own phones,” says Brown.

Spotify is a modern music service that allows people to search through virtually every song ever produced and develop personal playlists for computers and mobile devices. It is the largest and most used system of its kind, with millions of accounts globally.

As a consumer product it cannot be used commercially, which is one of the key advantages of the crowdDJ system, as it offers to bridge the gap between in-home and in-venue music selection.

“People invest many hours into discovering, curating, and listening to music on our platform,” says Spotify Australia & New Zealand marketing director, Kate Vale. “crowdDJ® gives those same people the ability to be the DJ, and listen to their fave tunes with friends in a public venue.”

But patrons can not only bring their choices to a venue, the system allows them to also save the venue’s playlist to their own Spotify account, and take the good-time atmosphere they enjoyed home with them. The companies believe this will prove a “big opportunity for venues” to keep connecting with patrons.

Nightlife predicts venues will see longer dwell times and repeat patronage from the improved patron engagement, while ultimately operators will always retain control of the vibe and the brand they have built.

Queensland-based Nightlife already provides systems to over 3,000 venues and crowdDJ integrates seamlessly with this. The company is executing an aggressive roll-out, with plans to have the new format in 1,000 venues by Spring 2016.