Beatrobo offers PlugAir devices to TM Network, helps J-pop band better engage fans



See the original story in Japanese.

Tokyo-based startup Beatrobo introduced its device called PlugAir back in October 2013. When installed on a smartphone, it recognizes a unique identification code embedded in the small gadget. So companies can deliver content to their targeted consumer segments using it. Since the company has been providing a music service, they are trying to sell the gadget to the music industry to help them better engage fans for their artist group.

Beatrobo partnered with American mixture band Linkin Park late last year, and started offering the gadget to Japanese music artist Mihiro to sell it to his fans at his live concert venues. Our regular readers may recall that Beatrobo fundraised $1.1 million from Japanese music retailer chain Lawson HMV Entertainment back in April in order to strengthen the PlugAir business.

PlugAir (click to enlarge)

And now, here’s big news again. The company offers PlugAir devices to ticket holders for live tour concerts of Japanese popular pop music band TM Network. If you buy a ticket, it will be delivered to you along with a PlugAir device, so you can enjoy special content using mobile prior to the event. They announced this is a world first that the device is used as a reward for concert ticket holders.

Regardless of whether you want to buy a ticket with or without the device, it will be sold for the same price of 9,000 yen (about $90), which is made possible because of its highly functional but low-cost production. So live event organizers or music labels are more likely to better engage music fans who are using it without facing a heavy burden.

Beatrobo has been collaborating with Los Angeles-based creative think tank MachineShop which helped the former company partner with Linkin Park. So it is interesting to see how they will go forward in the music industry in the US from their starting point in Beverly Hills or Hollywood, as well as boosting their business in that of their home turf of Japan.