![]() He recalls: “They said, “Dad, you’re an engineer, why can’t you solve this problem?’.” A decade ago – well before the likes of Spotify were so ubiquitous – Mekikian’s daughters set him a challenge after a scare at their school, where a fellow student accessing an illegal music downloads site was targeted by cyber attackers. ![]() “It’s all about getting the word out,” Meckian says.Trebel’s 5 million listeners have Gary Mekikian’s daughters to thank for the free-of-charged licensed music service they now enjoy. He hopes that investors around the world will become brand ambassadors for Trebel, using its service and passing the benefits to their friends and families. “We think we are ready for our next phase of growth,” says Mekkien – so the securities are issued. It’s off to a strong start – but in the context of a global addressable market in the billions, there is great potential for expansion. Since the app’s launch in its full form in 2019, Trebel has garnered nearly 5 million active users while continuing to test its model and test new features. In many of these markets, smartphone penetration is high, but disposable income lags behind those in advanced economies for which subscription-based music services are an option.Ĭustomer growth has been rapid. McKeon sees emerging economies in the world as a particularly good option for the company and is now planning a launch in Southeast Asia, starting with Indonesia. Trebel has debuted in North America, targeting the US and Mexico in particular, where it has overtaken Spotify as the number one app in Mexico’s Google Play store in the free music category. It’s a compelling pitch that seems to capture the audience’s imagination. “Why that should be the only option for kids who can’t pay is these horrific online operators who may not be safe – and who certainly aren’t rewarding the artists that listeners love.” “For many young people, in particular, music isn’t something that’s optional-it’s as important to them as air and water,” Mekkien says. It’s not credible to think that people won’t use these sites to access their favorite music unless you give them an alternative that’s free, but legal. Mekkien believes Trebel will drive many people away from illegal websites that offer pirated music. Some people are monetizing this audience – not in a legal way. “We’re monetizing those that haven’t been monetized before.” “Labels are very welcoming, because we are effectively a new revenue stream for artists,” Mekikian says. Trebel wants to bring music to the masses And music labels benefit too – when Trebel users download their tracks, they and their artists earn royalties. Users unable to pay to stream music can now get it for free. Despite the market reach of these devices, advertisers are currently getting very few opportunities to put high quality content on smartphones, so Trebel works well for them. McKeon sees that as a win-win situation for everyone involved. The company earns its money by selling ads that are served to users while browsing for music and downloading songs to play offline. That’s why Trebel’s business model targets those mobile phone users - essentially all 3.5 billion of them, less than a few hundred million who pay for the streaming service. In many cases, this is because they cannot afford such costs. “About 90% of the world’s 3.5 billion smartphone users don’t pay for music,” explains Meckian. To be clear, Mekkien sees its market as something completely different from established streaming services - and a whole lot bigger. “They’ve seen a rise in the value of services like Spotify and they think Trebel may follow.” is open to “So many of our clients are in touch and asking how they can invest in whether this route makes real sense,” Mekkien says. Now the company is looking to take its next step with an ambitious initial public offering, which hopes to harness the power of the crowd through a Regulation A offering – a stock issue that attracts the investing public as well as institutional investors. It’s completely free – and completely legal, with Trebel having signed deals with three of the biggest record labels in the world, Sony Music, Warner Music Group, and Universal Music Group. Today, the app provides an opportunity for consumers to download their favorite music for offline play. Mekkian got back to work and began developing what would become Trebel, which was formally launched in 2018. He recalls: “He said, “Dad, you’re an engineer, why can’t you solve this problem?” A decade ago - before the likes of Spotify became so ubiquitous - Meckian’s daughters took on a challenge after intimidating them at their school, where a fellow student was targeted by cyberattacks for accessing an illegal music download site. Trebel’s 5 million listeners have Gary McKeeyan’s daughters to thank for the free licensed music service they now enjoy.
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