Like most freelance jazz musicians, John Knific was always searching for his next gig. While attending classes at Case Western Reserve University, the student supplemented his income by playing in trios at restaurants. When Knific looked at ways to promote himself on the Internet, he found that the available tools were woefully lacking.
"The only real option was MySpace Music, which was like Web 1.0," explains Knific. What he was looking for, he adds, was something more like LinkedIn for musicians. The model didn't exist -- so he created it.
Founded last year, CitizenGroove is radically different from the "flat" one-person, one-profile social networking sites dedicated to music, says Knific, the Cleveland-based startup's CEO. Artists work with numerous people on various projects, making static portfolio pages inadequate. CitizenGroove's dynamic platform links musicians to all the artists with whom they have collaborated.
This structure makes it easier for listeners to discover new music by creating a trail from a favorite band or artist. Talent scouts can use the site similarly, finding acts that fill certain niches and attract specific audiences. Conservatories are finding the platform extremely useful in promoting their music students and helping them succeed in the post-grad world.
At present, the company employs the four founders and a fulltime developer. The team has wrapped a successful beta launch and is preparing to go live in early 2010.
After receiving his undergraduate degree, Knific was accepted to Case Western's medical school. That's on hold.
"I took a one year deferral to make a go of this company because I knew I'd never forgive myself if I didn't," he says. "I don't think I'm ever going back."
Source: John Knific, CitizenGroove
Writer: Douglas Trattner