THE 61 – WWW.THESIXTYONE.COMTHE 61 – WWW.THESIXTYONE.COMExecutive OverviewExecutive Overview

2MYSPACE – CONFIDENTIAL & PROPRIETARY

DRAFTWhat is The 61?

Music discovery engine

Fantastic user experience due to heavy AJAX integration

Wildly popular with Indie artists

Tons of features and engagement/retention tools

A recently funded Y! Combinator company

Run by 2 people (+ one intern)

3MYSPACE – CONFIDENTIAL & PROPRIETARY

DRAFTHome Page

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Sky Ad

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Music Navigation Bar Persistent – peruse site w/o interruption Intuitive interface, minimalistic design

Music Search / Filter functionality Sorted by pre-set filters (L) or genre (R) Moods utilizes music recognition engine

Search results / Playlist Full AJAX interactivity (feature-rich) “Heart” rating system drives engagement

Artist preview Band overview Additional features (share, similar, etc.)

Cool features throughout the site This Ajax pop-up features artist info,

news, trivia, jokes, or artist notes to fans

4MYSPACE – CONFIDENTIAL & PROPRIETARY

DRAFTProduct Spotlight: Music Navigation Bar

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Invite friends individually or through

their ABI (Windows, Gmail, Yahoo)

The RACK: An AJAX-powered music

jukebox that promotes further music

discovery. Users can replenish hearts

by using this feature.User status: Displays usage/loyalty information

Filters for music already discovered by you or the

community

Filters for music to be discovered or re-discovered

Socialization tools

5MYSPACE – CONFIDENTIAL & PROPRIETARY

DRAFTInnovative Engagement Strategy: Questing

Users are given quests to complete in order to earn “reputation” and “hearts” (more on “hearts” in next slide)

Users are then compelled to explore the site and its many features

“Reputation” is akin to “experience points” in gaming. The more you accrue, the higher level you become.

Examples of Quests: “The Evangelist” – Recruit 5

people to join thesixtyone “Try The Rack” – Listen to 5

songs on “the Rack” section “Make Your Voice Heard” –

Leave comments for artists/songs explaining why you like their songs.

6MYSPACE – CONFIDENTIAL & PROPRIETARY

DRAFTSite Interaction / Stickiness: “Heart” system

A heart is equivalent to a vote of confidence. Listeners heart songs they like as a way to express their love for it.

Users are given a daily allowance of hearts (on top of quests rewards) for voting on songs. Each heart corresponds to one vote.

The main way to earn reputation is by hearting good music. You'll gain reputation the more popular a song becomes after you heart it.

Additional reputation is earned by inviting other users to the service. A percentage of their rep is added to yours.

The total number of hearts grew by 186% = +215 rep

The total number of hearts grew by only 58% = +3 rep

7MYSPACE – CONFIDENTIAL & PROPRIETARY

DRAFTUser Home Page : Main Profile

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CD collection of tracks purchased on T61 (Artist profiles and micropayment solution shown on slide 9)

User information: current level, bio, and reputation points

User activity: number of current and completed quests, plays, listens, etc.

User selects three songs to feature on their profile

Comments from the community

Socialization: Subscribers to your radio and

those you have subscribed to Tagging your music

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Saved songs: Creates a personalized radio for every song that you save

Stats & Achievements: Another resource to keep users engaged

8MYSPACE – CONFIDENTIAL & PROPRIETARY

DRAFTFeature Highlight: “Share” functionality

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Comment sections by song and/or artist. Highly used.

Embedded music videos (currently via YouTube)

Community recognition. See who else likes this song/artist.

Music recommendation engine. Tagging fuels this.

Multiple channels for content distribution Seamless integration with outside destinations

9MYSPACE – CONFIDENTIAL & PROPRIETARY

DRAFTArtist Profile

Banner Ad

Users can utilize the “tip jar” to give donations to their favorite artists

Virtual currency can also be used to purchase songs/albums from artists in the “T61 Bazaar”

Since music is sold directly to their fans, more money is generated for the artist. This encourages high artist adoption.

Micropayment system in a very clean AJAX interface (shown below - T61 previously using Amazon in similar MySpace fashion)

Users given recognition for donations and purchases

10MYSPACE – CONFIDENTIAL & PROPRIETARY

DRAFTCurrent Monetization Strategy

Display advertising: – Skyscraper and Banner ads on all music pages– Skyscraper ad on User Home Page only– No ads on Artist profile pages

Current display advertising mix:● American Apparel: ~35%● Time Warner cable: ~5% (via Mediaplex)● Promotional: ~60%

− “Scrobble” (broadcasting), Invite Friends, T61 Bazaar

E-commerce: – Apparel

● Powered by Spreadshirt.com● 3 men’s and 4 women’s tops available

– Album/Song sales ● Virtual currency “credits” system● 80 credits = $1 USD

11MYSPACE – CONFIDENTIAL & PROPRIETARY

DRAFTKey Benefits

12MYSPACE – CONFIDENTIAL & PROPRIETARY

DRAFTKey Risks

13MYSPACE – CONFIDENTIAL & PROPRIETARY

DRAFTComps

Users 52K 2.8MM 4.2MM 2.8MM

Products Web-based application Web-based application Web-based application Downloadable application

Employees 2 70 120 28

YoY Growth 39% 40% 83% 115%

MonetizationDisplay advertising,

e-commerce, microtransactions

Display advertising, e-commerce

Display advertising,Mobile royalties

Display advertising, e-commerce

Positioning User and Artist-recommended music

User-recommended music

Artist-recommended music

User-recommended music

Founded January 2008 January 2002 January 2000 January 2002

Valuation / Funding Seed funding of ~$8K(Y! Combinator)

Acquired for $280MM (CBS Interactive - 2008) $21.3MM in funding

Valued at $53MM in 2006

(25% owned by IAC)

Sources: ComScore, Compete, Crunchbase

14MYSPACE – CONFIDENTIAL & PROPRIETARY

DRAFT

15MYSPACE – CONFIDENTIAL & PROPRIETARY

DRAFTIn their words…

16MYSPACE – CONFIDENTIAL & PROPRIETARY

DRAFTIn the News

“Though thesixtyone certainly isn’t the first site that wants to help you find the best of the indie music world, it’s one of the best at pushing great music in front of you, and is my newest destination for finding the artists I get to feel cool

knowing about before they make it big.” – the20life

“Thesixtyone is a Y Combinator startup that launched a year ago. It is now attracting about 100,000 unique visitors per month and 10 million pageviews, say the founders. That suggests a high level of engagement. The average session is 40

minutes, and registered users typically spend 2 hours a day on the site” - Techcrunch

“thesixtyone is the most interesting website I’ve seen since Last.fm” – The Telegraph

“Thesixtyone is probably one of the most feature-rich, well thought-out music sites of its kind.” – Lifehacker

“An interesting music discovery game that connects artists and fans.” – Boing Boing