Music production service website | How it came to be | Producer FactoryPrint
Music production service website | How it came to be | Producer Factory
Producer Factory is the original web-shop that sells ghost productions off-the-shelf to DJs since 12/06/2013. Any purchase includes the rights to the music track, allowing the buyer to place their DJ name in the credits and claim it as their own. To many people this was not a favourable music production service to encounter online. Strengthened by recent declarations of top names using ghost producers, Producer Factory begun to rub salt in the wounds of the EDM industry. This might be a reason what the following scenario began to play out.
The company behind Producer Factory
The parent company Cemasco GmbH is based in Sarnen, Switzerland. Cemasco GmbH began its life looking to create a new and improved version of an online sample library called Sampleblock. The concept itself would have created a user friendly platform where music producers would have been able to pick and mix through a huge music sample library resulting in a saving of up to 80%. However, this project was doomed to fail from the start. With a limited budget, such a venture simply would not have come together without expert guidance and support.
With funds dwindling fast, Cemasco GmbH looked into alternate sources of income and began to divert focus from Sampleblock to multiple sub-projects such as Producer Factory.
The idea for and birth of the Producer Factory concept
All successful companies have at least one thing in common, they base their services on what they do best and what they are passionate towards, as well as learning from their mistakes. In the case of Cemasco GmbH, two of the founders were DJ producers (DJs who produce their own music). As a DJ duo, they had the manpower and experience to encompass many aspects of a DJ career, including music production and marketing. Also having had experience with ghost producing beforehand, the benefits of this type of music production service became clear and an associated niche was identified.
The niche incorporates DJs who are going at it solo and hoping to become famous, are enthusiastic about their desire to entertain and have little experience with producing their own music. Comparing these individuals to the big names out there, the missing link was a team to help fill-in the gaps a DJ could never achieve alone. At this point, the Producer Factory concept was born.
The remaining questions were, what products and which services should be included in the website? Focusing on a controversial approach, the idea to have ghost productions listed and categorised with a buy button beneath it was something the industry had not seen before and certainly was not prepared to swallow lightly. Included in this was the less controversial custom ghost production service. Overall, the recipe for negative marketing was devised. The next step was to go live, but first they needed stock to sell. With their products being exclusive, this meant much stock was needed to create a catalog worth talking about.
So painstakingly slow but surely, handpicked E-mail addresses of top quality music producers were collected and noted. Once this was completed, they began to send the contract and info to these producers to collect stock and suggest the sale of off-style tracks collecting dust on their hard drives. The response was mixed. Some thought it a great idea, others didn't approve and made this quite clear in their replies. It all seemed to be going so smoothly.
Forced online ahead of schedule 12/06/2013
The date 12/06/2013 is one that the team behind Producer Factory would not forget. As the information about this site came into the hands of market specific journalists, the impact of negative marketing and concept design took hold. The bait was taken and now was the time to react, but the magnitude of attention for the team was simply put, overwhelming.
Within the first week, the Producer Factory team received hundreds of E-mails without having a single item in stock. The majority of the communications were of severe hatred towards the concept. For example, there were comments about how the team should end their own lives. Oddly enough, even this became quite harmless compared to most remarks and though under such flak the customer service bit their lips and plowed through the masses replying to about 9 out of 10 visitors in a professional and courteous manner.
The pride of these first days forced online arose from the success of converting seemingly thoroughbred anti-ghost production ambassadors into actually agreeing with the core principles of the Producer Factory concept. This in turn fixed the firm belief that Producer Factory is meant to be a success, but a long climb of convincing the industry lies ahead. With customers queuing up, tracks coming in to be listed as ghost productions, the site suddenly went offline.
Odd occurrences began to happen within the site content. The first indication was that the homepage images including the main banner were changed. The resulting banners displayed an image of David Guetta and a speech bubble stating something similar to, "I hope no one notices I buy my tracks here", the Kraken and other images. This action by an unidentified third party turned the negative reaction about Producer Factory into a more light hearted discussion. As comments on social media platforms, forums and blogs flew in, the E-Mails continued to mount up.
Out of the blue, Producer Factory was taken offline by their server hosting provider. Their remark was that Producer Factory was experiencing a DDoS (denial of service attack). As the server was a shared server, the provider was obliged to to what was best for their other customers and took our site offline. The simple issue was a lack of a Captcha code in the contact submission form. This issue was soon resolved and the site brought back online, but the resulting action took away a lot of momentum Producer Factory had. In business, one must take the ups with the downs and continue on headstrong.
Where Producer Factory is today 01/12/2015
Now on version 3.0, Producer Factory has expanded beyond any initial expectations. With thousands of customers and registered users, the DJ community have enjoyed the full benefits of a tried and tested professional ghost production team being just a click away. Today the site offers many more details and information to their visitors. With ghost producer profiles and extra files for DAW purchases or direct remix stem download options, the efficiency has been improved dramatically from it’s first and second versions. The new addition to an already controversial concept is a guaranteed record label release encompassing everything from production to release, or your money back. It’s too recent to offer much insight into the reaction, but apparently the bookings are stacking up.
What the future may hold
Producer Factory many may think is simply for the busy and engaged DJ, contrary to the general consensus assuming it's the lazy DJ who is the client for this concept. However, a large majority of clientele include music producer beginners looking to learn from experts within the industry. Many sites offer services to download tutorials in various video formats, or to be streamed directly on their site. A future direction for Producer Factory may be a similar such feature that is competitive within this market segment, or even heading back to the initial music sample library idea.
Whatever the future for Producer Factory holds, let it be as useful to DJs and new music producers as their services and products now.