A Data-Driven Music Startup Wants to Matchmake Artists With Their Dream Teams

“The alternative is so inefficient — you just look through Instagram DMs,” Shav continues. “There’s a massive gap between artists and early supporters.”

indify’s pivot has been years in the making, but it’s well-timed: Rarely has the idea of bettering the music business occupied such space in the cultural conversation, thanks to, which lets people preview different splits and contract terms. That spurred him to talk to Lawrence and Pavia about designing a platform that used information from YouTube, SoundCloud, Twitter, Facebook, Instagram, and Spotify to predict the next generation of successful artists. They started the project during their senior year and won a $25,000 grant from an incubator program called Thought Into Action shortly before graduation.“The first two years, we didn’t even get a contract,” Shav says. “It was like getting punched in the mouth over and over again.

Josh Feshbach, who manages the singer Pink Sweat$, was one of the first to use indify as more than just an artist-identification system — he located an investor through the platform who was willing to cover recording costs for a new project from Kirby, another one of Feshbach’s clients, then best known for having co-written “FourFiveSeconds” for Kanye West, Rihanna, and Paul McCartney. That investor was Ohanian.

Omid Noori, one of ATG’s co-founders, says his company had to complete several successful marketing campaigns to win indify’s approval. “After that, they were like, ‘we want to refer artists to you, because at least we know they’ll get a shot,'” Noori says. ATG was able to help “Wipe It Down” earn more than five billion views on TikTok.

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