Music Messaging App “Feels” Launches, Secures Major Label Licensing Deals

Former Interscope Records executive Anthony (Tony) Seyler has launched a music messaging app called Feels Music Messaging, or Feels, on iOS and Android.

What it does:

• Feels allows users to send short-form audio and music video clips of up to 15 seconds directly to texts, social media, DMs, or group chats.

• The clips are, says the company, designed to “capture emotions, moods, and moments in a way words alone cannot.”

How it works:

• Feels has signed music licensing partnerships with Universal Music Group, Sony Music Entertainment, Warner Music Group, and publishers Sony Music Publishing, Universal Music Publishing Group, and Warner Chappell Music.

• This gives users access to millions of licensed tracks, videos and lyrics to create short-form clips of official music videos or audio tracks paired with canvas images and lyrical overlays.

• It launches with both a dedicated app and a keyboard extension, making the clips as easy to send as a gif.

• The company says it uses Machine Learning, AI and crowdsourcing to map existing music to emotions.

Monetization:

• Though it doesn’t disclose royalty agreements, the company says that each Feels message unlocks earning potential for artists, and allows fans to access full-length tracks via the artists’ official music video channels.

Investors:

• Backers include Reign Ventures and Paul Rosenberg, manager of Eminem.

What they said:

• Tony Seyler, Founder & CEO of Feels Music Messaging: “Feels is building a new lane for fans to connect with the music and artists they love. We're transforming music from a listening experience into an active form of connection and communication, one that creates new moments of discovery, engagement, and commercial opportunity for artists and rights holders.”

• Paul Rosenberg, Feels Board Member, Investor and Artist Manager: “I've always been driven by the message and emotion that comes from music. The way music makes us feel is what keeps bringing fans back to their favorite artists and their songs. With Feels, fans and artists have a new, unique way to develop and strengthen that bond.”