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Coffee talk: Danny Fiorentini, music-making creative and founder of Muzeek — August 21, 2015

Coffee talk: Danny Fiorentini, music-making creative and founder of Muzeek

A gut-follower and passionate creative, Danny Fiorentini chased his dream to Sydney where he co-founded Muzeek, beautiful software that’s changing the way artists and venues book live shows. Here, we talk with Danny about his journey, making music, and what it takes to build a great product.

How did you get to where you are today?

A whole lot of hard work, instant coffee, and ramen noodles. My team today is the hardest-working group of people I’ve ever been around, so it’s really a pleasure to come to “work” every day.

You followed your gut and moved from the United States to Australia to chase a dream. What advice do you give to people looking to do the same?

Well, the initial move to Sydney was for some personal inspiration, growth and a need to explore a bit more. Australia’s creative talent is through the roof, so I was initially looking to expand our indie-record label (that we dumped all of our student loans into) while going to graduate school on the side. I didn’t really know what I was looking for at the time, but knew I wanted to step away from my comfort zone and figure out what dream I was actually chasing within the industry.

I had been on the artist side, then production side, eventually followed by the label/manager side. Meanwhile, I found myself just wanting to go back to creating cool stuff behind the scenes – like when my brother and I first started making music. Moving to Sydney made me realize I needed to focus and go back to building & creating again, rather than just managing people. 

My personal advice for anyone chasing anything is to step away from your current perspective and try to see things from the outside-in. Focus on what you’re truly great at doing; if it’s something you love, you’ll never need any other reason to get up in the morning and make it happen.

What inspired you to create Muzeek?

Several things went into it, but mostly the idea of creating something valuable for the industry as a whole. I’ve used so many music-related platforms, but I felt like the industry was missing an integral component to live tech. Obviously the idea of technology and booking isn’t a new one, but I certainly felt the way it was approached was never done correctly. I really wanted to help contribute to the industry in a meaningful way.

Admittedly, the Internet’s evolution in general probably wouldn’t have permitted this platform to exist 10, even 5 years ago. I think it’s a combination of luck, timing and opportunity.

The biggest inspiration now is our user feedback. The team stays motivated just knowing we’re solving a real problem that’s gone unnoticed for so long. 

Why should someone opt to use Muzeek?

The platform will drastically reduce operational costs, automate a lot of the tedious stuff that bogs a booker down, surface valuable data that people currently miss out on, and above all, create a sense of transparency within a team that allows everyone to work much more efficiently.

We want to become the operating system someone has always wanted, but never knew was possible. We’ve focused meticulously on the details. We’ve approached this platform with an entirely fresh set of ideas about what live music booking needs, what it’s been missing, and how technology can remove 75% of the unnecessary manual tasks that take so much valuable time.

How do you attract attention from venues, bookers, and artists? What’s been your biggest challenge while building Muzeek?

Our users really attract the attention for us; as they all send out booking confirmations to new people, and those actions introduce Muzeek to new users. Because of this, we focus on making our existing users incredibly happy. We want each new person who comes into contact with Muzeek to be equally stoked.

The biggest challenge, by far, has been keeping up with customer demand — a good problem to have. Our team was absolutely blindsided by the amount of feedback from customers, so we tripled our development team to keep up. Luckily, most of the feature requests were already on our roadmap — we just needed to work faster.

You clearly love and live music, having previously co-founded Outbox Records. Which artists do you have on repeat now?

MuzeekI’m a big Tame Impala fan, so I’ve been on that new Currents album for a bit. Plus the Mark Ronson stuff is awesome — I was lucky enough to catch them live last month. I also think ODESZA is the best electronic music out right now. Their originality blows me away with every release. Other recent plays include Pond, Joey Bada$$, 20syl, King Gizzard & The Lizard Wizard, The Walking Who, and our very own Prof3ssor Blue.

Where can we find you in Sydney?

Usually in Bondi avoiding sharks, or our offices in Surry Hills. Wherever it is, there’s a laptop in front of me!

Last, how do you like your coffee?

I don’t know how she does it, but my girlfriend makes the best instant coffee on Earth. She gets that milk-to-coffee ratio perfect every time. It’s definitely an art!

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