Burning out on Turntable.fm (Or Why Building a Synchronous Application is Really Hard)

A few weeks ago, I wrote a post heralding the greatness of the newest Internet music sensation Turntable.fm.

From that post:

I love 8Tracks and Pandora in a serious way.


But this weekend, I spent all of my time listening to music in Turntable.fm – a new web application from Seth Goldstein and Billy Chasen – the co-Founders of IoT company StickyBits.


It’s fun, highly addictive, and has provided all of the music for my weekend at work and play.

Looking back, highly addictive was a massive understatement.

I spent five days straight logged into Turntable.fm: curating my playlist, chatting with other listeners, amassing hundreds of points, and vying for spots on stage.  There were points where I would turn on my wireless hotspot just to travel back home so I wouldn’t lose my spot on stage during a hot streak.

It was constantly in the back of my mind as I wanted to vie for more points and virtual elite status and all part of the experience which Om more elegantly described today as the Alive Web.

Until one morning I stopped logging in.


And found myself back privately listening to Pandora, 8Tracks, and the new Skrillex Album with the occasional share on Twitter.

So what happened?

I was burned out.  I couldn’t keep up with the pace of engaging in the product and living my actual life.  The real-time nature of the product required constant attention, which I couldn’t provide and I needed to go back to normalcy.

So I was done.

Beyond allowing me to relax once again while writing my emails at night to the awesome British Rock of Jamie T – this realization illustrates one of the major challenges with building an application that requires synchronous engagement by end users.

That is – the product requires your entire attention over a long period of time – something most users aren’t willing to give up.

The most basic example of a synchronous application would be a chat room.

  • Users derive all value from the system by engaging in real-time with each other
  • There is no value derived by a passive user in the system (Passive defined as not typing or watching the conversation)
  • There is no value derived by a user who wants to engage when there are few or no other active users

Because users need to be actively engaged at all times when using the product, the total amount of time a user can be active on the site is relatively small which requires a synchronous product to have massive user scale to ensure that any user who logs into the system has a positive experience.

(There’s probably some really interesting studies here on market sizes needed to sustain synchronous communities at scale – if you know of one – email me.)

Going back to the example of Turntable.fm, the product requires a small group of engaged users to be in a room for it to be interesting and to keep other users interested in participating.  Engagement here means DJs updating their playlists and users chatting with each other in the sidebar – which makes it difficult for them to multi-task with other products at the same time.

Looking at examples of the major web 2.0 properties, it’s interesting to see that while some of their features could be used in a synchronous nature – users still derive most of their value from passive, non-time sensitive participation.

  • Facebook: Profiles, Photos, and the Wall make logging in for a few minutes every once in a while a really engaging experience for users
  • Twitter: Stop by to find news, interesting content, or broadcast what you’re thinking for others to enjoy later
  • Zynga Games (ex: Farmville):  Actually started by wanting to make board games social before realizing it was hard to get users to engage in real-time online.  Games like Farmville capitalize on time delayed interaction enabling users to sustain their addiction for longer periods of time

Because they don’t require constant engagement – users can passively enjoy these products when they have a few minutes, more times during the day, and for a longer overall time.  Because of its passive nature, users don’t realize they’re spending time on the platform until way too late – when they’re sucked in and already addicted.

Will I be back to Turntable.fm one day?

Absolutely.  It’s an amazing social application which I truly enjoy using.

However, it will only when I have a bunch of free time to kill.  Or don’t want to DJ a party on Saturday night.

The Magic of Turntable.fm (or the Real Social Web)

I love 8Tracks and Pandora in a serious way.

But this weekend, I spent all of my time listening to music in Turntable.fm – a new web application from Seth Goldstein and Billy Chasen – the co-Founders of IoT company StickyBits.

For background, Turntable.fm is a social music discovery platform.  Arrive on the site, choose a room to enter based on your musical interest and find yourself in a virtual club – with DJs on stage and other users milling about listening to the tunes.  Everyone in the room has an avatar and can chat with each other.  Users create their own playlist and then can get up on the DJ table to play their tracks.

It’s fun, highly addictive, and has provided all of the music for my weekend at work and play.

However, beyond providing a great soundtrack and helping me discover new music – Turntable.fm creates a very unique social experience that I think points to the next generation of the social web.

On the site, social is not a feature – but rather core to the entire product experience:

  1. Users listen to a curated playlist being created in real-time by a group of 1 – 5 DJs who a user has opted to spend their time listening to
  2. Within each room, a group of people who have implicitly decided to spend time together are able to have a conversation within the chat box on the side
  3. While some of this chat is about the music, much of the chat is about other topics which users discover that they have a shared interests with others in
  4. As such each room develops their own personality and group identity – initially formed around the music, but transitions over time as users find other topics they have in common

The result is not only a robust music discovery platform, but also a truly social experience where users interact and discover each other – creating new robust relationships that didn’t exist before.

As we enter the Summer Music Festival Season (one of my favorite times of the year) – I’m reminded why I love spending a weekend camping with strangers and friends in the woods listening to musicians I know and other that I have yet to discover.  While it starts with the music, the reason everyone comes back year after year is the amazing community and relationships that are developed over experiencing live music together.

Turntable.fm taps into this same emotion set to bring the offline experience of live music to the online world resulting in a truly social web application.

Those building social apps take note – social is not about connecting to Twitter & Facebook or simply asking questions to your existing social graph – its about creating a robust experience that users can share – that at the end of the day results in users building real relationships.