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SoundCloud
       A Cloud-service for Sound


Eric Wahlforss, Co-Founder/CTO, SoundCloud

             AWS London 4/11-2008
SoundCloud Presentation @ AWS Startup Event London
hello, I’m

eric
from

SoundCloud
SE to the DE
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
Cloud service...
Cloud service...
...for people who
deal with music
SoundCloud Presentation @ AWS Startup Event London
Send
 Receive
Distribute
SoundCloud Presentation @ AWS Startup Event London
New ecosystem
Producers
 Artists
   Djs

            New ecosystem
Producers
 Artists
   Djs

            New ecosystem
A&Rs
Producers
               Labels
 Artists
               Studios
   Djs

            New ecosystem
A&Rs
Producers
               Labels
 Artists
               Studios
   Djs

            New ecosystem
A&Rs
Producers                     Fans
               Labels
 Artists                     Stores
               Studios
   Djs                      Bloggers
            New ecosystem
A&Rs
Producers                     Fans
               Labels
 Artists                     Stores
               Studios
   Djs                      Bloggers
            New ecosystem
A&Rs
Producers                     Fans
               Labels
 Artists                     Stores
               Studios
   Djs                      Bloggers
            New ecosystem
                            Mashup
                            makers
A&Rs
Producers                     Fans
               Labels
 Artists                     Stores
               Studios
   Djs                      Bloggers
            New ecosystem
                            Mashup
                            makers
A&Rs
Producers                     Fans
               Labels
 Artists                     Stores
               Studios
   Djs                      Bloggers
            New ecosystem
                            Mashup
                            makers
             Bedroom Djs
A&Rs
Producers                     Fans
               Labels
 Artists                     Stores
               Studios
   Djs                      Bloggers
            New ecosystem
                            Mashup
                            makers
             Bedroom Djs
A&Rs
Producers                     Fans
               Labels
 Artists                     Stores
               Studios
   Djs                      Bloggers
            New ecosystem

 Radio                      Mashup
stations                    makers
             Bedroom Djs
A&Rs
Producers                     Fans
               Labels
 Artists                     Stores
               Studios
   Djs                      Bloggers
            New ecosystem

 Radio                      Mashup
stations                    makers
             Bedroom Djs
A&Rs
Producers                     Fans
               Labels
 Artists                     Stores
               Studios
   Djs                      Bloggers
            New ecosystem

 Radio                      Mashup
stations                    makers
             Bedroom Djs
A&Rs
Producers                     Fans
               Labels
 Artists                     Stores
               Studios
   Djs                      Bloggers
            New ecosystem

 Radio                      Mashup
stations                    makers
             Bedroom Djs
A&Rs
Producers                     Fans
               Labels
 Artists                     Stores
               Studios
   Djs                      Bloggers
            New ecosystem

 Radio                      Mashup
stations                    makers
             Bedroom Djs
A&Rs
Producers                     Fans
               Labels
 Artists                     Stores
               Studios
   Djs                      Bloggers
            New ecosystem

 Radio                      Mashup
stations                    makers
             Bedroom Djs
A&Rs
Producers                     Fans
               Labels
 Artists                     Stores
               Studios
   Djs                      Bloggers
            New ecosystem

 Radio                      Mashup
stations                    makers
             Bedroom Djs
A&Rs
Producers                     Fans
               Labels
 Artists                     Stores
               Studios
   Djs                      Bloggers
            New ecosystem

 Radio                      Mashup
stations                    makers
             Bedroom Djs
A&Rs
Producers                     Fans
               Labels
 Artists                     Stores
               Studios
   Djs                      Bloggers
            New ecosystem

 Radio                      Mashup
stations                    makers
             Bedroom Djs
A&Rs
Producers                     Fans
               Labels
 Artists                     Stores
               Studios
   Djs                      Bloggers
            New ecosystem

 Radio                      Mashup
stations                    makers
             Bedroom Djs
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
Send
 Receive
Distribute
ftp://flickr.zip
“hi, my psw is “echelon”, log in wt usrname “brie-cheese” and got to folder “temp-
  temp-tracks” and check out my new release (file is called Release_Final_3.zip),
                                      kthxbai”
Desktop World
    Artist                    Producer/DJ



    Label                       Studio




 Publisher                      Retailer


Distributor                    Ad agency
Cloud World
    Artist                  Producer/DJ



    Label                     Studio




 Publisher                    Retailer


Distributor                  Ad agency
Ok, hands on, how
  does it work?
     3 Steps
1
Sending Music
1. Sending Music



  Fast & Easy Sending wt stats
1. Sending Music



                   Precision tools
2
Receiving Music
2. Receiving Music



                     DropBox
2. Receiving Music



               Music Inbox, Online
3
Distributing Music
3. Distributing Music




                        Upload.
                         Once.
3. Distributing Music




      The Best Looking
      Widget on The Web
3. Distributing Music
3. Distributing Music




        Share the context
SoundCloud Presentation @ AWS Startup Event London
Send
 Receive
Distribute
Paying The Bills
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
SoundCloud Presentation @ AWS Startup Event London
Cloud Service
SoundCloud Presentation @ AWS Startup Event London
(Disclaimer)
SoundCloud Presentation @ AWS Startup Event London
Cloud Architecture
Cloud Architecture
‣ How I stopped worrying and love queues
Cloud Architecture
‣ How I stopped worrying and love queues

‣ Simple machine-scaling
Cloud Architecture
‣ How I stopped worrying and love queues

‣ Simple machine-scaling

‣ Cost-control
Cloud Architecture
‣ How I stopped worrying and love queues

‣ Simple machine-scaling

‣ Cost-control

‣ Flexibility
Cloud Architecture
‣ How I stopped worrying and love queues

‣ Simple machine-scaling

‣ Cost-control

‣ Flexibility

‣ New problems
SoundCloud Presentation @ AWS Startup Event London
Good stuff
Good stuff
‣ RabbitMQ: Super-fast Erlang-based
  queue, rabbitmq.com
Good stuff
‣ RabbitMQ: Super-fast Erlang-based
  queue, rabbitmq.com

‣ Nanite: Self-assembling fabric of Ruby
  daemons, github.com/ezmobius/nanite
Good stuff
‣ RabbitMQ: Super-fast Erlang-based
  queue, rabbitmq.com

‣ Nanite: Self-assembling fabric of Ruby
  daemons, github.com/ezmobius/nanite

‣ SimpleDB+CouchDB:
  incubator.apache.org/couchdb
SoundCloud Presentation @ AWS Startup Event London
The Cloud Player
The Cloud Player
SoundCloud Presentation @ AWS Startup Event London
Thank you!
 soundcloud.com/forss
Questions?
Eric Wahlforss, eric@soundcloud.com, soundcloud.com/eric

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SoundCloud Presentation @ AWS Startup Event London