Jonas Druppel, Roland Grenke and Daniel Taschik
25, 26 and 27
The tweet appeared last Wednesday night: "Head to Dubsmash for my new single #BBHMM!!" wrote Rihanna. A flood of amateur videos soon followed, of fans lip-syncing to the 10-second-long song teasers. Dubsmash, a video message lip-syncing app, is the brainchild of Germans Roland Grenke, Jonas Drüppel and Daniel Taschik. The trio had previously suffered through two duds in the iOS app store; Dubsmash, though, became a Number One hit in Germany one week after launching in November of last year. It has since been released in 29 more countries and is available in Android. And of course, the Rihanna tease has led to a load of new downloads.
"We noticed that people were having more and more mobile conversations daily and that video serves as a new layer of communication to those conversations," says Grenke. "The result will surely be more creative ways for artists to distribute and promote their music. There is a clear trend toward a more social interaction between artists and their audiences. In the future, technology can help to enrich this relationship, enabling fans to participate in the distribution or even the creation of new content."