Feels Music Messaging, described in a press release as a “next-generation music app that introduces an untapped, transformative way for people to communicate via the power of music,” launched on Tuesday (March 24) with licensing partnerships in place with Universal Music Group, Sony Music Entertainment, Warner Music Group and their associated music publishers. The deals will give Feels users access to “millions” of licensed tracks, videos and lyrics with which they can create short-form clips of official videos or tracks combined with “canvas images and lyrics overlays,” the release adds.
Designed to foster connections between artists, songwriters and fans, Feels allows users to “collaborate and create shareable moments.” Each Feels message “unlocks earning potential for artists and allows fans to access full-length tracks via the artists’ official music video channels,” the release continues. The platform was founded by Anthony (Tony) Seyler, previously an executive vp at Interscope Records. Major investors include Eminem’s manager, Paul Rosenberg.
“Feels is building a new lane for fans to connect with the music and artists they love.” said CEO Seyler in a statement. “We’re transforming music from a listening experience into an active form of connection and communication, one that creates new moments of discovery, engagement, and commercial opportunity for artists and rights holders.”
Added Michael Nash, executive vp & chief digital officer at Universal Music Group: “At UMG, we understand the importance and power of music and lyrics to drive culture, conversation, and community within music fans. We welcome new and innovative commercial partners for our artists and songwriters, and look forward to working with Feels to showcase and amplify the role that music can play in how fans communicate and share socially.”
Carletta Higginson, chief digital officer & executive vp at Warner Music Group, added: “We want music to be a seamless part of how fans connect every day. Feels creates a new way for them to express themselves, while opening up meaningful discovery and engagement opportunities for our artists.”
The release adds that Feels “uses Machine Learning, AI and crowdsourcing to map existing music to emotions with a mission to gather deep understanding of our users emotional musical intelligence. Launching with both a dedicated app and a convenient keyboard extension, Feels has an endless library of up to 15-second lyrical clips: everything from trending pop anthems to underground indie favorites, making it as easy as sending a gif.”
www.billboard.com
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