So, what do Primordial Radio do?
The core of Primordial’s activities is a radio station where the user controls the music that surrounds the presenters and content. Think Tinder meets Spotify meets radio and you won’t be far wrong. Our ambition is to combine the intimacy and personality of radio with the freedom and choice of digital streaming to offer users a simultaneous unique and shared experience.
The service is aimed at the UK rock and metal community as that is where our background and experience lies but our long term goal is to apply the model to other niche genres and communities to create Primordial Music.
We also create video, podcasts, and original programmes and offer merchandise and soon will host events.
What’s behind the business idea?
The rock and metal community and its needs. Without them this company would not and could not exist. The rock and metal community, like many specialist audiences, is grossly underserved by mainstream media as sustaining a service for disparate audiences in the traditional spot advertising model is very challenging.
The digital functionality available today renders moot most of the traditional challenges and provides the opportunity to unite an audience not bound by geography.
Was it hard becoming a business owner?
The actual process of becoming a business owner was simple whereas the process of convincing yourself and believing you could be a business owner was far more complex. Overcoming the fear of working without a net was the difficult bit.
How did you recruit your employees?
By asking our community for help. We know every skillset and intellect needed are found in this community. Everything we have built we have done so by looking within.
Was there a breakthrough moment?
Yes. Last year, a week before Christmas, when the administrators entered our former employer and told us we no longer had jobs.
How is the company doing?
Depends upon how you measure success? We are still in our start-up infancy so patterns are yet to emerge but in terms of engaging with our community we are smashing out of the park.
Do you have any regrets?
Absolutely. I wish I had acted seven years ago when we first had the idea. That way we could have included some amazing people who have subsequently gone on to do other things.
If so how did you over come them?
Haven’t yet overcome. The goal is to make Primordial flourish and then poach the people that need to be included in this journey.
What makes you stand out from your competitors?
There is no us and them only us. Many brands position and preach this ethos but fall short. We are all Primordial. Check the discussion page on our Seedrs bid to see what we mean.
What is your definition of a positive customer experience?
Where all parties are treated fairly and benefit.
You’re currently reaching out for investors, what do you plan to do when you have raised this funding?
To develop the platform and integrate into our existing applications. Scale-up our marketing plan.
If you could help a business now with a single piece of advice, what would it be?
Don’t insult the intelligence of your audience.
Finally, Hugh what is your favourite biscuit?!
Easy… dark chocolate hobnobs.