Music Through Friends



“Don't kid yourself, we've got a music discovery problem.  It's great that Spotify and the streaming sites have all the songs at one low monthly price.  And playlists are somewhat helpful.  But they're not addressing the core issue of humanity, that we want to belong, we want to gossip, we want to push and pull amongst our group, we want to be where everybody else.  What are other people like me listening to, my friends, and can we talk about it?

“That's what's wrong with the playlists on… Spotify.  We have no idea who created them.  We've got enough music; we're overwhelmed with input.  Throwing a ton of playlists at us does not solve the problem… I want one that speaks to me uniquely, yet makes me feel part of humanity!  Curated playlists are better than algorithms but I'm still not sure I care about almost all of them.  We don't want our machines to tell us what to listen to but our friends.

- Bob Lefsetz



“To understand the danger Spotify poses to the music industry—and to music itself—you first have to dig beneath the “user experience” and examine its algorithmic schemes.   Spotify’s front page “Browse” screen presents a classic illusion of choice, a stream of genre and mood playlists, charts, new releases, and now podcasts and video. It all appears limitless, a function of the platform’s infinite supply, but in reality it is tightly controlled by Spotify’s staff and dictated by the interests of major labels, brands, and other cash-rich businesses who have gamed the system. Spotify loves “chill” playlists: they’re the purest distillation of its ambition to turn all music into emotional wallpaper.  They’re also tied to what its algorithm manipulates best: mood and affect. Note how the generically designed, nearly stock photo images attached to these playlists rely on the selfsame clickbait-y tactics of content farms, which are famous for attacking a reader’s basest human moods and instincts.”  

- Liz Pelly, ‘The Problem with Muzak, Spotify’s bid to remodel an industry’



GQ magazine:  “How do you find new music?”

"Personally, I love to talk to friends who don’t work in music. All the music I hear for work has an agenda behind it. It’s great when you hear about a song from someone that has no interest other than consuming. My whole job is music. Think about how many thousands of releases we get every week. I can’t possibly keep up.”

- Dave Rocco, Spotify global head of artist marketing



77% of listeners age 12-24 use friends as their primary source of new music.



You’re Apple Music, I’m Spotify, why can’t we be friends?

We’ve both paid for access to the same songs!







Crushroom and 300 Entertainment announce they are partnering to apply Crushroom’s data platform for marketing, promoting and discovering artists.

As part of this strategic relationship, Kevin Liles, CEO of 300, and Pete Giberga, Executive Vice President and Head of A&R at 300, have joined Crushroom’s Advisory Board.



Mechanica drives Crushroom’s brand engagement and customer acquisition / retention strategies.  

Crushroom will be a new avenue for Mechanica’s brand clients to engage with artists and fans. 




We’ve brought together an interesting group of people.

Style Council

We’ve created a Style Council of college and high school influencers who help with our app design.