3.+An+Internship

The next part of the development process was to find a company to immerse myself in. One that was a pioneer in the digital media landscape and engaged in multi-platform campaign delivery. The journey to find such a company was an educational process in itself and I found myself trying to identify my personal key areas where I needed development. The challenge was to find a company that I could both contribute and utilise as information and learning resource to continue my exploration.
 * An Internship **

Internship – finding the right agency ** January 2009 – I started looking into potential organisations to complete my internship. I was adamant to do my internship in an agency that would give me the opportunity to work on a project where I would really go on a steep learning curve. I wanted to avoid doing my experience at SBS as this would not push my learning capabilities.

I looked at the potential of completing my internship in NY as this is the centre and pioneer of new media innovation. Following are some of the organisations I researched; Companies approached in Australia ** Kate Richards, lecturer at UWS, emailed on the 19.2.09, many of her contacts and came through with the following list of potential agencies; After a review of these agencies and the projects they managed Moon and Naked were my two key targets. Once I had reviewed my options and timings I had decided to persue an agency in Sydney. After I made that decision some of my contacts also led me to review the following agencies; ‘I’m sorry -- unfortunately, we’ve already filled our requirements for interns this year, and literally don’t have the time or space to accommodate any more. Sounds like you have great experience already, and I hope that you’re able to find an internship that suits. __17 March - Tuesday __** TigerSpike ** TigerSpike, Alex Burke, Managing Director contacted me to see if I was still interested.
 * The search started in NY **
 * Conde Nast NY – contact at work gave me Heather Gumbley’s contact details as they knew my interest in Fashion and Media. Heather was very helpful and suggested connecting me to her media agency if I needed. C
 * TigerSpike NY – When talking to a friend of my about agencies in New York that I was interested in I mentioned TigerSpike and she mentioned the Matthew Carr, a friend of hers knew Alex Hall from TigerSpike NY. When I contacted Alex Hall he mentioned that TigerSpike in Australia were also working on many innovative projects and had a great team. Alex Hall then introduced me to Alex Burke, MD from TigerSpike Sydney.
 * Droga 5 - (UNICEF TAP Project/Million/Steinlager (Nick) Ecko Unltd – Clothing Rhinososaraus. I was always very fond of Droga 5’s work and knew that this would be a potential option if they had the right project.
 * Moon – formerly know as Newgency
 * Naked Communications, whom I also had a contact
 * Republic of Everyone
 * Play Communication
 * The Conscience, whom I had also dealt with in the past.
 * Droga 5 Sydney– David Nobay/ Marianne Bess were contacted requesting for internship opportunities. Following was their response;
 * The One Centre – I contacted John Ford on the 5.4.09 and he advised that he might have a project in the financial area that is launching in August that might be appropriate. As the deadline for the internship is June this was not longer an option. ( Group Account Director, Olivia Hannah,)
 * Razor – Currently working with at SBS and wanted to work with someone new.
 * The Population – very good digital/social media agency however may be too focused on online and social.

__24 March – Tuesday __ – I met with Alex Burke 7am in Darlinghurst to discuss upcoming projects. TigerSpike had three potential projects; __ 6 April – Monday – __ My DJ is confirmed with TigerSpike and the research begins.
 * 1) The Phone – a campaign already completed and I could engage in the findings and results process.
 * 2) The Starlight project – this was an online portal that was very innovative.
 * 3) My DJ – This was a beta site that was launching the 2nd phase on the 21st of May. This had both online and offline promotion opportunities.

__ 7 April Tuesday __ – A MyDJ Solution Overview was emailed by TigerSpike.
[|www.mydj.com.au] MyDJ is a digital music store accessed on mobile and online. Users have access to a database of over 1m songs that can be bought, shared and downloaded. It is an agnostic platform across all Telco's and handsets. There are 30 genres of music, compiled by over 400 Music Labels including the majors and global Distributors. A focus on being aligned with good credible music will organically grow traffic to be seen as a leading music platform for users to find new music and share with their friends. Additional features include a personal music library for each user, playlist creation tools, editors pick of the day, music news, gigs guide and random facts about the day and exclusive music offering by high profile artists. User experience ** Sign up is FREE for users. Users select 3 favourite genres to customise their music experience. A unique part of the product is that users can have unlimited re-downloads of their songs. This is a wonderful feature because if their computer blows up or they lose their mobile they can re-download their songs again, free. Track prices are currently set at $1.69 for single (online only) and $1.99 for dual download (mobile & PC). The functionality is simple and clear, with access to MyDJ via WAP or Web through URL www.mydj.com.au. There are no J2ME or application downloads on either PC or mobile. User’s music libraries of purchased songs are synchronised with their mobile and PC. The music is protected by custom DRM, which is compatible with 70% of 3G handsets. MyDJ has a custom built CMS back-end solution totally managed by the Music Managers. This includes all the Music Label reporting, customer service care, revenue earnings, activation of tracks, special offerings and custom playlists for exclusive deals. It is due to this fully functional web based CMS system that MyDJ can be easily white labelled and integration into any system or product – globally.  The database includes over 400 Music Labels and Distributors globally. The following are just a few of the big names on board:
 * [[image:mydj.com.au caption="MyDJ.com.au Home Page"]]
 * Functionality **
 * Music Managers Console **
 * Universal Music Australia
 * Warner Music Australia
 * SonyBMG
 * EMI
 * Shock Entertainment Group
 * ** …  ****over 400 Music Labels and Distributors globally ** ** … **   ||
 * ** …  ****over 400 Music Labels and Distributors globally ** ** … **   ||

Inertia ...................................................... From the above information sent by TigerSpike I had a few questions, the answers from Alex Burke are included; – some new functionality, for example ability to dual purchase online/mobile, adding mobile support for top 20 handsets and a list of other functionality – I’m thinking on a Product/Marketing capacity – outline the features / functionality of the service and identifying areas where we can white label the product, syndicate the content – yes, the online version is having some further updates – very low as this is a soft launch, but there are 1, 3 and 5 year forecasts. These are confidential – very low, assume zero – there is an associated marketing budget that has been agreed and a marketing plan – mainly event (gigs), print and online. It has about $300k budget. – Satellite Music Australian have a Management Console (built by TigerSpike) where they’re able to make these updates - I don’t mind the days you come in. I would probably say not Monday’s, but any other day/timing is fine
 * Select Audio
 * Fuse Distribution
 * Australian Music Group
 * Modular Recordings
 * Orchard
 * Ioda
 * Phantom (MGM)
 * ABC Music
 * Stomp Distribution
 * Origin Music
 * Liberation Music
 * Kudos Records
 * 1) What is part of the next release of the product on the 21st of May?
 * 1) How do you think I could be involved?
 * 1) Are there any offline elements involved in the 21st of May launch?
 * 1) What is the current subscription? What are the forecasts?
 * 1) Have you got any figures for the first phase launch?
 * 1) How are you currently promoting it and what are your plans?
 * 1) Functionally, who manages the categories and adding new items etc?
 * 1) What dates do you think it would be useful for me to come into TigerSpike? I am looking at my diary and was thinking some half days from next few weeks would be good and the 24th a full day. As mentioned I am flexible however need to plan with work so would like to take your lead.

__ 8 April - Wednesday __ – Registered with MyDj Hi aisha@kristelleconsulting.com, your MyDJ account has nearly been activated!
 * From: ** MyDJ Customer Service [mailto:support@mydj.com.au]
 * Sent:** Wednesday, 8 April 2009 9:20 PM

__ 14 April – Tuesday __ - Availability sent to TigerSpike to confirm suitable days. 16th April – Thursday 3pm onwards 21st – Tuesday all day 22nd – Wednesday from 1pm 24th – Friday all day 28th – Tuesday all day 30th – Thursday from 2pm 5th May – Tuesday morning until 12pm 7th - Thursday from 2 12th – Tuesday all day 14th – Thursday from 2pm 19th – Tuesday week of launch let me know what is necessary however I would think most the planning and prep would be over (maybe an event etc.) 21st April, Tuesday is confirmed as my first day at TigerSpike. The rest of the dates will be confirmed once a schedule is produced on Tuesday. Excited! Further Background Research ** Preparation – 21st April TigerSpike ** Contact: Alex Burke alex.burke@tigerspike.com Level 1, 379 Crown Street, Surry Hills NSW 2010 PH: +61 (0) 2 93615132
 * TigerSpike: ** provide a broad range of digital services encompassing mobile and online technologies. Our dedication to being Creative and Cutting Edge is what keeps us ahead.
 * Cutting Edge: ** A deep understanding of digital technologies is fundamental when generating cutting edge creative. An Architect without knowledge of building materials may create a beautiful building, but it has to remain upright. Know what the materials are capable of and your building is then only limited by your imagination, something the TigerSpike team is not lacking.
 * Creative: ** Driven by our Innovation Lab, we have a team dedicated to researching consumer digital trends as well as what technology is out there. Having a global footprint helps here too, evaluating the landscapes in Asia, Europe and America, and knowing the technological intricacies in each area is important to our global clients. It is very easy to burn a lot of money backing the wrong trend or technology, so we remain at the cutting edge of both to help our clients get it right.

1. Minimum of 40 hours per internship – exposure to company in-house. 2. Decent and appropriate level of contribution by the student to the company. 3. Exposure of the student to 2-3 new areas of learning; then additional items as specific to the internship. Wiki feedback section (2-3 times through internship). ** Detail: ** Exposure – what TigerSpike can expose to? Who is point of contact? What background information do I need to read and what meetings should I be exposed to? Can I please be exposed to the backend development and gain an understanding of the functionality? What does TigerSpike see as my contribution? What is the status on research and user scenarios development? What deals are there with the music suppliers? License agreements? What are the marketing plans? What is the USP? Is it licence for perpetuity
 * Agenda Items for day 1;**
 * 1. MOU **
 * Detail: ** Contribution
 * Product/Marketing capacity– outlines the features / functionality of the service and identifying areas where we can white label the product, syndicate the content.
 * Where can observe to stretch areas of development – Programming/mobile
 * Innovation labs – consumer digital/consumer trends?
 * Development meetings?
 * Design meetings?
 * Difference in evaluating the landscapes in Asia, Europe and America?
 * 2. WIKI - ** WikiSpaces – part of the marked component of the internship is a Wiki to monitor learnings, activity & output.
 * Request: ** TigerSpike provide feedback 2/3x on progress of Internship.
 * 3. Timetable confirmation **
 * 4. MyDJ Questions **
 * Some initial White Label thoughts: **
 * Current – direct to consumer (provide to independents/Record labels/Clubs that want to provide music direct to their consumer – build loyalty)
 * Telcos
 * Businesses who want to add functionality on to their current sights
 * Festivals – pre-promotion/during event/after event
 * Distributors – JB Hi-Fi/Virgin
 * Opera House – distribute music of their artists

All prepared to try and maximise my time and learnings. Looking forward to it.