Rormix Startup Diary #discover: Rebranding Rormix
by Startacus Admin
Rormix is an emerging music video discovery platform who are sharing their startup tale on Startacus. Over to Agi, the PR and marketing team member of Rormix with Diary post three...
"Hey guys,
This is Agi here. As I told you last week, we started out as RorBeat, but it didn’t feel right. This week I’m going to tell you how the rebranding took place. My advice is, do everything in your power to avoid doing it. If you’ve already gone through a rebranding, you know what a pain it is – and that’s probably an understatement.
Long story short, we had to start everything from scratch, again.
As I already mentioned, the name just didn’t sit right with anyone. The name RorBeat implied one type of music, whereas our mission was to create a platform for all kinds of music videos out there. In addition, the music videos we’d already had were a mix of genres, so the need for changing the name became ever more pressing.
This was around the time Chris came on board, about 2 months after the idea of Rormix was born; having more help seemed like the good time to start the process, and the sooner it was done the better.
Strictly speaking, rebranding meant creating new YouTube channels, a new Twitter account, Facebook page, and changing the banners on the RorBeat channels to redirect traffic. Other than that, it also meant having to re-upload the videos, and losing the followers, views, likes, and comments we’d had until that point. Needless to say, that was quite the setback.
Unfortunately there was no way to redirect all the traffic from the old channels, to this day we still get the odd subscription or like on the RorBeat channels.
There was a silver lining to rebranding though. For one thing, we’d already had RorBeat to prove to artists it was worth partnering with us, and we had the chance to expand: “Rormix Electro” took the place of “RorBeat Dance” to include more music videos from similar genres, and “Rormix Urban” was also created. But what’s more important is that the Rormix brand finally fell in place – it was heading the way we wanted it to.
As you all know, there’s no such thing as catching your breath when you’re working on a startup; it wasn’t long before we started preparing for our next big step – building an app and finding a tech wizard who can help us to do just that."
#discover us on Instagram: instagram/rormix
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Published on: 17th November 2013
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