- Romy Kraus
"Music is in our DNA" Triller's Bobby Sarnevesht
It's been quite a year for Triller. The short-form video creation and music discovery app has been around since 2015, but it has been 2020 when things have really started to pop. Dubbed the 'adult TikTok', its celebrity investors are expecting it to be even bigger than its Chinese rival.
Chairman and co-owner Bobby Sarnevesht spoke about what sets Triller apart.
On Triller's origin story
"Music is in our DNA. Triller really started in the hip hop community and as hip hop crossed over to a broader market it also became broader.
Triller is where culture begins and becomes live online.
On working with artists and business models
We always considered the artist and the art a really core part of the process.
It’s not just about discovery but monetization.
So you bring in the cash register for the artist.
On audience engagement
We create challenges and are integrating them with music - so we take an unknown song and grow the audience
On music production
We took the power of music production and put it in the palm of your hands.
You can do stem-less rearranging and remix it and the AI keeps you on the guard rails.
On partnerships and international growth
We have a partnership with billboard and have our own charts - domestically and globally.
And nobody has done that before.
We track the velocity of the song and how often it is played. It is interesting to see emerging international artists sit alongside big US artists.