Amsterdam-based direct messaging platform I AM POP lets record labels, events and artists send private messages to their fans on Facebook Messenger. It also lets them create and broadcast interactive messages similar to email newsletters.
Secures €2 million funding
In a recent development, I AM POP has raised €2 million funding to fuel its expansion. The investment will be used to integrate I AM POP’s chat editor into other messaging apps, alongside increasing the company’s workforce. Further, the startup plans to expand its operations in London and Amsterdam and develop new products for 2019 to further develop messaging capabilities.
Currently, the platform is being used primarily via Facebook but the new investment will be used to integrate its chat editor into other popular messaging apps.
Max van den Ingh joins I AM POP
The first key hire for this new phase of I AM POP is Max van den Ingh, who has joined as the Head of Growth. Van den Ingh previously led the digital transformation of Dutch leasing company MisterGreen, which he built into one of Holland’s fastest growing startups, with a 300% increase in turnover.
He will be responsible for the commercial growth of I AM POP’s software-as-a-service offering, building the marketing and business development teams across the London and Amsterdam offices.
Wide clientele
Founded in 2016 by Tim Heineke in Amsterdam, I AM POP platform lists labels and artists such as Mad Decent, Elrow, MAMA Festivals, Ministry of Sound, Warner, Sony, AWAL, [PIAS] and The Orchard.
With social media newsfeeds now delivering engagement rates as low as 2% due to filtering and algorithms, I AM POP’s average open rates of 94% are driving success for the company, helping establish it as the go-to messaging platform for the music industry.
“We are entering an era of post-social,” said I AM POP founder Tim Heineke. “Private messaging is the new social network. Users are increasingly flocking to DM, private chat, groups and stories, fuelled by privacy concerns. Meanwhile, messaging apps are turning into full platforms. With 2 billion users and 100 billion messages shared daily, messaging services are the most popular apps in the world, however, many artists don’t yet have a presence. Our goal is to provide a simple platform that anyone can use and this funding will enable us to continue developing it.”
“In the age of newsfeed algorithms and the public’s wider understanding of online privacy issues, fans are relying on closed group communications via direct messaging at an increasing rate,” said Aaron Bogucki, VP Digital Marketing, AWAL Recordings. “AWAL’s approach to identifying, engaging and converting our artist’s fans using I AM POP’s platform has helped us develop a valuable direct marketing channel for a number of our artists.”
“I AM POP has been the most effective way for us to integrate Messenger into all of our campaigns,” said Alex Thomson, Director of I AM Pop client Greenhouse Group. “I can imagine it will only become more powerful over time as Messenger incorporates more e-commerce opportunities. The functionality it offers, and ease of using the app, for the huge pay off in response from our audiences… is just incredible.”
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