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Mu Tech Corner

Five minutes with Ohm & Sport ( creators of game changing Eternify)

Eternify took the streaming world by storm, but unfortunately only lasted one hot June weekend before Spotify shut it down.

After taking an in-depth look at the app and its bold statement on the effects of the music industry on small artists, I also had the pleasure to sit down with the brains behind it – NYC’s very own Ohm & Sport.

Hey guys! Could you please introduce yourselves to our readers?

We’re Ohm & Sport. We used to be called Ohm & Flex, but we didn’t want people to think that one of us is Ohm and the other is Flex. We’ll probably bring the name back at some point, but again, we’re really not trying to say that one of us is Ohm and the other is Flex.

Eternify kicked up quite a storm, even though it was short-lived. What made you develop it in the first place? 

Well, to be perfectly honest, Eternify was an inside job sponsored by Apple Music. The plan called for us to directly follow the news that Taylor Swift had gotten them to change their royalty policy for the three-month trial. In other words, Apple hired us to deal Spotify a finishing blow. SHOUTS OUT JONNY IVE, PLEASE ADOPT US.

What was the response like from other artists?

We’ve had a great response from a wide range of artists — YACHT, Vulfpeck (creators of Sleepify, a major inspiration for our work) and numerous smaller outfits.
 
The app has served to expose just how ridiculous the amounts paid to artists are, even though music streaming is a multi-million dollar industry. What are your thoughts on the internet and the effect it has had on musicians?
 
We love the Internet, and frankly, we love how easy it is to access any artist’s music for free. As paradoxical as that may sound, we’re hardly the only artists who feel this way. It’s a hard behaviour to resist. But we think there are ways to make people more financially accountable for their music streaming. Eternify was a start, and we hope to see future models that can provide a more sustainable alternative.
 
In a way, Eternify felt a lot like a protest against a system which keeps exploiting artists even though times have changed considerably. Do you feel that the app has at least served to open up the discussion about fairer compensation for artists and their work?
 
The app definitely opened up discussion about fairer compensation, and we’re actually meeting with Spotify tomorrow to learn about acceptable ways for artists to find audiences through their service. We’ll have to wait and see how that goes.
 
Can artists who have been streamed through Eternify expect to get paid for those streams anytime soon?
 
That remains to be seen; it typically takes 3 months for royalty payments to be processed.
 
Is this the last we have seen of Eternify?
 
In one sense, Eternify was short-lived, but its initial intent is a lasting call to action: to recognize and reimagine how our music streaming habits financially impact the artists we love. Now we want to do the same for artists: to encourage them to adapt to this new climate by making 30-second songs, so that they can maximize their royalty payments.
 
Within just a few days of this new call to action, a popular German techno artist named Remute released an album of 30-second songs on Spotify—a tribute to Eternify entitled, “Eternify / Destructify.” We’re excited to see these new developments, and encourage listeners to visit http://eternify.it to tweet at their favorite artists. We’ll be working on our own 30-second songs as well—and in the meantime, check out our debut single, “Air Tonight,” on the streaming service of your choice.
Thank you guys for your time and all the best!
Cheers.
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