Amsterdam-based startup I AM POP raises ​€​2 million for its private messaging platform for artists

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Amsterdam-based messaging platform ​I AM POP, which allows record labels, artists, and events to send private messages to their fans, as well as create and broadcast interactive narratives,​ has secured €2 million for further expansion.

“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.”

Founded in 2016, right now I AM POP’s platform is being used primarily through Facebook, but the startup will use the new investment will be used to integrate its chat editor into other messaging apps, as well as to increase the company’s fifteen strong workforce.

The news comes as some of the world’s most exciting music businesses, including MAMA Festivals, Mad Decent, The Orchard, Elrow and Ministry of Sound join the likes of Sony, Warner, AWAL and [PIAS] as I AM POP clients. 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.

“​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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