ReverbNation Co-Founder Lou Plaia

By Dani Felt


Dani: So today on Monthly Industry sessions, I am with Lou Plaia, Co-Founder of ReverbNation! Lou is a Music Industry veteran with over 20 years experience; he spent twelve years at Atlantic Records where he was VP of Strategic Marketing and worked in some capacity with Jewel, Hootie & the Blowfish, Collective Soul, George Carlin and hundreds of other artists and bands. He was also the Head of Marketing and Artist Development for Atlantic imprint, Lava Records, where he worked for four years with artists such as Kid Rock, O.A.R., Simple Plan, Trans-Siberian Orchestra, Matchbox 20, Uncle Kracker, Unwritten Law and many others.

Now, Im a person very passionate about entrepreneurship. My first question is how did the idea of Reverbnation get started? What was your mission?

Lou: Sure, actually when I was at Atlantic Records back in 1999, I had this idea of why not expose as many emerging artists in the world to everything that the labels had. Why not try to find the next big bands out of whats buzzing underneath.

And I said, Lets create a website and well have bands create and put up their contents on their own pages, artists and fans can talk to each other, people will listen to music on their computer.And unfortunately, the Warner Music people laughed at me and said, Why would artist and fans want to talk to each other? Why would anybody listen to music on  a computer?and things like that.

So that was back in 1999. I think Myspace was born right after that, which is kind of the idea actually. But then, I put this on hold. When I left Atlantic/Lava  I said to myself, Wow, what the hell am I going to do now? I dont know anything other than the music business. Ive been doing this for 20 years.

So then I met with a bunch of technology guys because I really dont know anything about technology. Im really like a technical idiot, I guess. So I hooked up with all of these brilliant, brilliant business and technology guys in North Carolina. And they said, Thats great! Lets do this. I love the idea.They had a very similar idea, but they didnt have a music person. So it was a perfect fit. This was 2006 I guess, so we launched.

Thats how it came about. Basically, we just wanted to help artists develop because with the internet, there are so many artists out there. The good thing about the Internet is anybody can do whatever they want and they have a lot of the same tools. But the bad part about the internet is youve got what I just said it. Theres too much stuff going on. How do you discover the best?

So we wanted to start this company more of an artist services company, as opposed to Myspace, which was really more of a fan site. With Myspace, Artists put up their pages and then, hopefully, their fans would  go there. Myspace would make all their money on the advertising, but they weren’t giving the Artists any tools to help advance their careers. They never gave an email system or press kit or distribution or anything. So we decided, ReverbNation would be the ones to give the Artists these necessities. So thats how it all started.

Dani: Yeah! I remember the Myspace days, wow how far we have come. And I do want to ask how can someone really use ReverbNation to build a career? You mentioned a lot of these tools and I know the business has definitely grown over the 10 years. Yeah, what are the highlights that they can really utilize from the site?

Lou: Im pretty sure we were the first company to really start doing widgets way back then in 2006. A widget is something you can put on other websites. Everyone had Myspace pages, but their music player was really bad. So we created these widgets where artists can just copy and paste their widget from ReverbNation and put it on Myspace, so it became a big marketing tool for artists.  

It wasnt just a music player widget. It was a tour widget for showing all the tour dates, a press widget to show their press, a store widget to sell their music and merch.

So we were really ahead of the game. We were and still are a pretty innovative company. We were the first company to create artist apps for Facebook. So our band profile was the first one way back when Facebook really started getting big. Now weve had millions of installs of that over the years.

So that was some of those early tools.

Dani: I cant believe ReverbNation kicked off artist apps on Facebook. Totally awesome. And how about you? How did you get you starting with music? Were you a musician too?

Lou: No, actually, I was not. All my friends were from Berkley and all the other cool schools. I dont know. I cant play anything. I think I played the guitar in the 11th or 12th grade, but really, really bad.

But I just love music and I love the whole music business part of it. I like to have fun as a person and everyone said, Well, if thats the business you want to be in

I had a long hair and things like that, so I couldnt work anywhere else.

Dani: Thats hilarious. I guess you had the look though! Well, youre just really passionate about the industry and just connecting with the players in the industry, a true entrepreneur. How is the music artist like an entrepreneur? A lot of times, they get confused. They think, Im just the artist. Im just creative. Thats it! I cant do it all.

Lou: Yeah, thats a great point. Every artist has to act as if they are a company, their own business. And hopefully, someone in the band acts as the CEO of the company because they do have to be completely entrepreneurial. Theyre doing everything on their own, they have to make use of the tools that are out there, spend as little money as possible because theyre not making a lot of money.

And its really hard and its very, very risky. Do you quit your day job or do you not quit your day job? So it has a lot of characteristics, I guess, as an entrepreneur in those facets of it. Its just very, very risky. But they need to realize that they are a business and have to treat it that way, and a lot of them dont.