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    <br>How a failed music startup in the land of the rising sun made a global success – nana Music is hard to earn download movies from vkontakte – – applications. The competition is high, and the lion’s share of people simply do not agree to lay out a lot for music applications; either they do music occasionally, or because if they do it professionally, they probably don’t have any money.<br>However, nana’s akinori fumihara is doing well despite this. Nana is a family melody making app where different users upload and submit different tracks to a song that others can edit and mix to create an unlimited number of arrangements.<br>Today, nana has a very engaged global base users, numbering in the millions, but it barely worked. About four months after the first release, nana was running out of money and watched as the number of new installations went to zero. Events and i think you’ll enjoy it.<br>Podcast: play in new window download embed<br>Subscribe: google podcasts stapler rss read more<br>Show notes for startups<br>– Why “laid-back music” is important– how to build a base of foreign visitors using word of mouth</>- Why teenage girls are nana’s heart- how youtube videos inspired the iphone app- why it’s hard to monetize a music app- why startups in the land of the rising sun (outside tokyo) struggle- difference between startup founders in tokyo and kansai<br>Links from the founder<br>- Everything you ever wanted to know about nana– aki’s friend on facebook– visit nana on facebook<br>Transcript from japan<br>Destroying japan episode 80.</>Welcome to disrupting japan, a live performance by the mostmost successful japanese entrepreneurs. My name is tim romero and thanks for joining me.<br>I’ve always had a soft spot for music apps. The competition in such a space is high, and it seems that almost all niches are filled. Therefore, the attempt to differentiate the musical gap requires high creativity. However, in 95% of cases, their quixotic search for business models is most in demand. The whole point is that citizens simply do not want to spend money on creating music. Hobbyists and dilettantes do not spend much time on a hobby in order to invest a lot. And professionals, and as a former professional musician, i can tell customers that professional musicians never have money under any circumstances.<br>So today we sit down with akinori fumihara from nana, who they may have just cracked the code. Nana is a family music world creation software where different users upload and submit different tracks to a song. Which can be edited and mixed by others to create an unlimited number of arrangements. Now nana has become a hit among millions of gamers. And just like google, the name nana itself has become a fully conjugated verb in japanese. « Nananu nanateru, nanata. » “I use nana. I am using nana. I used nana.<br>Now i will warn you that aki is not even completely as cloudless as some of our other guests. But this principal is really excited about reaching out to foreign listeners, so he decided to put it to work and come on the show. Nana is a very cool app and aki is a cool guy. Such a bike has an amazing history of fate, and he founded an exciting company. But you know, aki tells this story much better than me, so let’s listen to our sponsors and go straight to the interview.<br>Tim: good luck.<br>akinori: hi .<br>Tim: so i’m sitting here with akinori fumihara, the ceo and founder of nana. Thank you for sitting with me today.<br>Akinori: nice to meet you.<br>Tim: nice. Now nana is a social music platform, but are you unable to explain that this is social music? How does nana work?<br>Akinori: nana is a musical collaboration. I found and enjoyed this most needed feature – collaboration and overwriting. Like baseline, boom, boom, boom, boom, boom, boom. Next with the base we add drums, boom, boom, boom, boom, boom, boom, boom, boom. So the piano is added along with the beat.<br>Tim: so, any visitor adds a new part to the piece-<br>Tim: that they are collaborating to arrange the song. . To create an orchestration. Do they record directly to personal iphones? Or do they upload tracks?<br>Akinori: definitely yes.You can just use your smartphone.<br>Tim: so does nana have editing features, or is it all recorded live and layered over other tracks?<br> Akinori: user has the ability to download and overwrite.<br>Tim: so, is this really a casual music app?<br>Akinori: exactly.</>Tim : so, the focus is not on creating the work done, but on simply having fun?<br>Akinori: yes, that’s right. So music is flirting.<br>Tim: well, tell me something about your customers. Who uses nana?<br>Akinori: well, in our the company has 3 million buyers and sellers, and is usually teenagers.<br>Tim: exclusively teenage boys, teenage girls, mix?</>Akinori: teenage girls. <br>Tim: only teenage girls?<br>Akinori: girls, yes.<br> Tim: okay. Nana is also available with english subtitles, right?<br>Akinori: yes. There are actually 13 languages here.<br>Tim: how many users do you have, in the land of the rising sun, and exactly how many around the world?<br>Akinori: 2 million users in japan and 1 million outside.<br>Tim: wow, a third of your users are overseas. In what main countries, besides japan, do people use it?<br>Akinori: 5 countries; taiwan, america, vietnam, india and france.<br>Tim: that’s right, it’s a strange mix of countries. And why these countries in particular?<br>Akinori: don’t know yet.<br>Tim: okay.<br> Akinori: so how it grows naturally. Yes.<br>Tim: in other words, just word of mouth growth?<br>Tim: great. Well, if we note that teenage girls make up the most impressive user base, what do they use nana for? Is it working people who want to become professional musicians? Are they workers just having fun with their family and friends? Why are they using nana?<br>Akinori: i guess everyone’s dream is just to sing what they both tweet to their friends. And actresses love to have anyone just listen to their tunes. And they don’t care to be professional.<br>Tim: okay, no doubt it’s more of a hobby?<br>Akinori: yes, a hobby. Yes.<br>Tim: but i understand that all sorts of your users are very interested. Their nana id’s are very common on twitter profiles and social networks.<br>Akinori: yes. Users who have energy spend 10 hours a day in the modern app.<br>Tim: ten hours a day?<br>Akinori: a day.<br>Tim: well that’s pretty heavy usage.<br>Tim: it’s not leisure. That’s… Let’s talk about you for a bit.<br>Akinori: me? Okay.<br>Tim: so you have a musical background, right? You used to be a professional singer.<br>Akinori: yes, yes, yes. I wanted to be a professional singer. And i loved stevie wonder and bree job-<br>Tim: great.<br>Akinori: -and ray charles-<br>tim : very nice.<br>Akinori: …And janis joplin. I love jazz and r&b.<br>Tim: was that the main factor for giving nana?<br>Akinori: yes. But also i can post the file on youtube. It was sung by 57 amateur singers from various countries. As a relief from the earthquake in haiti, and i was extremely moved. It’s amazing. People unite through track and harmony. It was so amazing. But i don’t see the japanese here. Yes. Then i realized that this is a concept: music that unites the world sounds rather, however, is not realized. I would like to create this world without loneliness, connecting the people of the peoples of the world through music.<br>Tim: good. Yes, i remember this video. So it was a collaboration of citizens from all over the world who created this song-<br>Tim: -together.<br>Akinori: yes. “We are the minecraft universe for haiti, youtube edition.<br>Tim: did everything inspire you for nana?<br>Akinori: definitely yes .<br>Tim: good. Before launching nana. What did you do before nana.<br>Akinori: i was a mature racer.<br>Tim: were you a racer?</>Tim: fine. Tell me about driving a racing car. How long have you been doing this?<br>Akinori: many years. Five years. And connecting 2004 to 2009.<br>Tim: okay. From a race car driver to starting a music startup, the change is vast. Why did you quit racing?<br>Akinori: i dreamed of becoming a formula 1 driver at the time and it was so expensive that i had to quit.<br> Tim: you couldn’t find sponsors?<br>Akinori: no, i didn’t have a sponsor.<br>Tim: okay. So, we move from driving a racing car to music. They are fact oriented where there is not much money. But okay, as soon as you had an idea and inspiration for nana-<br>Tim: -were the customers still part of the early movida acceleration program?<br>Akinori: yes. This has been of great benefit to me.The scheme works, and they invested in me when i was far from creating a business model, so it remained very, very handy for me. But they couldn’t bring in the financial side.<br>Tim: oh, okay. Hence the amount of money they invested was very small, but i think you were earning the crusts on how to run the company, how to hire our center employees and how to create a product. Let’s say you guys hit the screens in november 2012. How popular were you at first?<br>Akinori: at first we reached 4,000 downloads at the initial launch, but then it dropped to 2,000, 700, 200, 100.<br>Tim: so after the big announcement and the big release, there was a lot of interest at the address, and then it just died down.<br>Tim: okay. So how did you flip it? How did you start attracting users?<br>Akinori: it was by setting up the ui/ux opposite of the app. But also at the end of how software store optimization increased the number of our customers.<br>Tim: what did you change in the ui?<br>Akinori: everything.<br> Tim: like this, it changed it in detail.<br>Akinori: yes, an immediate change.<br>Tim: what is highly unusual for a raised interface change to make an application suddenly successful. So you guys also worked a lot on vk and fb, and you even had live broadcasts, right? Twitter.<br>Tim: let’s say you added the ability for users to share their compositions and collaborations. More profitable it makes sense. You also had a live joint-<br>Akinori: yeah.<br>Tim: -a music festival, right?<br>Akinori : yes, nana fest. Yes.<br>Tim: well, tell me about it.<br>Akinori: we hosted a festival created by nana users. I wanted to create an amazing place, the best way to enjoy music. 1000 people came to nana fest in 2015. And this year we are going to spend it in a month.<br>Tim: okay, the festival also creates collaborative jazz or performance, or what happens at the festival?<br>Akinori : all artists. Anyone can join. They have the opportunity to listen, sing, play. And they can experience whatever they want together.<br>Tim: sounds amazing. Were there any bands or recordings that came out of the partnership with nana?<br>Akinori: yes, there are many listeners who formed a band together or released a cd catalog and became professional. <br>Tim: awesome.<br>Akinori: they were already married users.<br>Tim: really? <br>Tim: great. I think this is the best result for collaborative music. So far you have mentioned that the business model has always been complex. It is always difficult to sell to musicians or make a profit from musicians because they don’t have money. So, what is nana’s business model?<br>Akinori: usually with girls. You can consider yourself in the gaming community – a monthly subscription, and someone – an advertisement for the application.<br>Tim: what do paid users get that free users do not get?<br> Akinori: premium players get a special voice effect, they’ll search by most approved users, hide app ads, and that’s it.<br>Tim: it’s been five years since nana was launched. You guys have recovered from almost going broke. So, what are nana’s plans for the future? What is the end goal here? Do you plan to sell to the community for m<br><br>

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