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Meet Beto Azout of SoStereo in Wynwood

Today we’d like to introduce you to Beto Azout.

Beto, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I’ve always had a passion for music, I started playing drums and guitar since I was a young teenager. Originally from Colombia I decided to pursue a career in the music industry and went to Berklee College of Music in Boston. While at Berklee I met my roommate and cofounder of SoStereo, Salo. We started working with a lot of artists, producing their songs while also working directly with Brands producing music for their video content. One of the first brands we started making music for was Zumba Fitness. This was 2011 and at the time, Zumba was partnering up with major artists like Pitbull, Wyclef Jean and Daddy Yankee. These were great partnerships but also required a lot of investment up front, so I suggested the idea of working with an independent artist. I introduced Zumba to an up & coming artist and we decided to release one of her songs with Zumba and release it through their network of instructors around the world. This ended up being a great collaboration and long story short her video on YouTube ended up with 9 million views within months of being released. That was the first aha moment were we realized firsthand the power of a successful brand and indie artist partnership.

It took us some time to get this concept and turn it into a tangible offering, but this was where SoStereo was first born and fast forward to the present SoStereo is as a music agency-platform that enables brands to unlock the marketing power of music for ads/branded content.

Has it been a smooth road?
It really hasn’t been a smooth road. When we started SoStereo we knew that we needed to create a platform with the right tech in the mix to create the value proposition that we were after. We didn’t have a lot of experience with technology and it really was a learning experience. There was really a lot of back and forth, testing, validating our ideas and it really took a lot of time to have the first version of our platform ready; to be exact about 1 year.

It was tough to get people’s attention during that first year. You really need a clear differentiator to get your foot in the door, especially in music and advertising industries where there’s a lot of competition and saturation. That 1 year period was the toughest as our platform wasn’t ready so we needed to come up with creative ways to make money and keep our runway while we were building our product. So definitely not a smooth road but we weren’t surprised. We understood coming in that we needed a perfect mix of patience and perseverance to build the foundation of SoStereo.

So let’s switch gears a bit and go into the SoStereo story. Tell us more about the business.
At SoStereo we believe in the power of music to transform the way people think, feel and connect. SoStereo is a music agency working alongside ad agencies to make brands memorable through the use of music. Our services range from providing music last minute for your video content, to putting a full blown music strategy in place for your brand. We have the technology, global music partnerships, and industry experts to bring value to your project, on time and on budget – every time. Through SoStereo, ad agencies, brands, music supervisors and people in the audiovisual sector can find the right artist/song for their video content and license it in minutes as all of our content is precleared/preapproved. We have a music team in house that’s organically finding and curating our catalog to make sure that we are working with great artists from all over the world.

With a decline in sales/streaming revenues, artists need a better way to unlock the value of their music through the inclusion of their music in branded video content and SoStereo offers an artist friendly model by providing a nonexclusive service that helps artists monetize their content and getting more opportunities to place their music in commercials/TV shows/branded content all while retaining 100% of their rights. There’s nothing more rewarding than filling a clients need of great music and seeing the impact that it actually has on an artist’s career.

A big value add is our proprietary platform. We have a cutting edge search engine and data tools (correlating behavioral & demographic data to musical tastes/trends), machine learning based music discovery (to help connect those findings to relevant, actionable music), and partnerships with thousands of independent artists (supply – to streamline legal licensing needs with high quality content) in order to simplify and facilitate the way brands/agencies find & use music on their ads in order to create better connections with target audiences.

At SoStereo we’ve done work for brands like Starbucks, T-Mobile, Google, Michelob Ultra, Budweiser and other TV Networks like: Netflix, FOX, Starz, Telemundo, NBC and USA Network.

How do you think the industry will change over the next decade?
Today, there’s more ads, movies, TV shows on multiple steaming platforms, more games being released both on consoles and apps, and there’s 300 hours of YouTube videos uploaded every minute of the day. We all enjoy this wide array of choice that comes from increasing video content, but what we don’t usually think about is the ancillary industries that are being affected by this massive growth of content. Every time the camera rolls, by the time you and I see that content, there’s always going to be music accompanying it. So it’s a great opportunity for artists and content creators around the world find these new opportunities to exploit their music.

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1 Comment

  1. Ian McFarland

    September 12, 2018 at 3:47 pm

    great read!

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