We created feature.fm because we believe that every artist deserves to have their music heard by the right audience.
While experiencing how the music industry is changing and the struggles that artists go through, we set out to create something special that harmonizes with how music is experienced today.
After creating a playlisting service as a fun side project, Lior Aharoni teamed up with his brother, Zohar, to create a social streaming service that allows people to listen to streaming radio stations powered by their friends’ music tastes. They knew that streaming services are the future of where people will consume music and where recorded music revenue will come from. Lior planned to head to the US for 3 weeks to find investors. Years later, he is still managing the company out of New York.
After experiencing many of the common challenges that streaming services face and realizing that many artists struggle with getting their music heard, they decided that they needed to help artists promote music within their own streaming service. Then they had an “aha moment” and asked themselves, “Why stop there? Why don’t artists have access to promote their music inside of streaming services in the first place? We can help artists get their music heard in all of the existing streaming services that people already use to consume music.”
Feature.fm was born with these pricinples:
As we continue to build feature.fm, we are committed to working together with artists to develop our vision based on their needs.
feature.fm’s best in class technology is the result of 3 years of development by a team of experts who specialize in big data analytics, content discovery and recommendation. Our sophisticated recommendation algorithms play the right song to the right people at the right time. Our data analytics provide deep insights to help artists make better decisions like never before.
feature.fm is the only platform that strengthens everybody who music touches in one holistic solution.
Musicians are artists who put their heart and soul into creating great music. However, once it’s created, they often have limited resources to bring it to market. When they do, they face the challenge of actually getting their music heard.
Easy distribution allows any artist to get their music into streaming services. But if you’re one of 30 millions songs and no one knows about you, how do you get your music heard?
Radio has always been king when it comes to breaking a new artist or getting exposure. The reason for this is that it’s a great place to reach a mass audience and is also the one time that people give up control over the music they are listening to, making it extremely powerful for music discovery. Most artists, however, will never be able to get their music played on terrestrial radio.
The power of radio hasn’t changed, but the way people listen to the radio has. Now that people are transitioning into streaming services, it opens up a powerfully new platform to reach listeners.
Streaming services are where fans consume music and where music lives. It is the future of where recorded music revenue will come from. But artists are forced to promote their music outside of the streaming services, often turning to digital ad platforms that are not built for music, don’t guarantee exposure, and are very expensive.
The best way to promote a song is to play it to people and the best place to promote a song is where people listen to it. Music is not a product with a value that can be explained. Music is emotional and the value of music needs to be experienced by people.
Information is the basis for all decisions and it’s difficult for artists to get meaningful data into their listeners. We want to provide artists with real insight into their audience and how people genuinely respond to their music. We believe that understanding your audience allows you to make better decisions about how to further develop and market your music.
We created feature.fm to give artists the best way to promote their music. After working with thousands of artists since our launch, we noticed that many artists still have little to no marketing budget to promote their songs. We wanted to provide a solution to these artists as well. We realized that at the end of the day, the money for music needs to come from fans. In a world that every song is at your fingertips, fans now choose to support and pay for the music they love in new ways. We decided to create something that fits the way consumers behave rather than the way we want them to behave.
The feature.fm team is composed of passionate people with years of experience in music, business and technology. We love what we do and we do what we love.
Feature.fm was founded by two Israel Defense Force officers who served in an elite technology unit specializing in intelligence, data mining and security. All founders have a love for music with strong backgrounds in product management, development, databases, and sophisticated recommendation algorithms.
Co-Founder & CEO
Lior Aharoni is the Co-Founder & CEO at Feature.fm, responsible for the overall company strategy and vision. Lior is a distinguished alumni of the Israel Defense Force's elite Mamram Tech Program and previously managed Research & Security at Cyber-Ark Software.
Lior has been working in music with a focus on the developing digital music space since 2009. He has built three music platforms, including Feature.fm, and in recent years, is focusing his energy on helping artists break through with the use of new technologies.
Co-Founder & IL General Manager
Zohar is Co-Founder & Israel GM at Feature.fm, responsible for all ongoing activities of the company in Israel. Prior to Feature.fm, he managed the IT and Databases division for Taboola, the leading content discovery platform. Zohar served in the IDF’s elite Mamram Technology Unit for 6 years where he managed a large team of developers and was responsible for mission critical databases.
Co-Founder & VP R&D
Responsible for the company software development and innovation. Vastly experienced in software development with more than 12 years in this field, Lior is a distinguished alumni of the Israel Defense Force's elite Mamram Tech Program, Team Leader at Precise, R&D Manager at VMware and Co-Founder at SimilarWeb. In his spare time he tasted and tested almost every modern technology that is out there and spread the word in tech meet-ups.
Head of Market Development
Dan has a diverse music and business background. He is a musician with strong industry knowledge and passion gained through years of hands on experience. He covered large multinational corporate clients within cash management at J.P. Morgan for three years, ran his own business, and has managed various web based projects. Dan holds a B.Sc. in Entrepreneurship & Emerging Enterprises and Finance.
Head of UX & Design
Yael is a visual design and UX leader, specializing in transforming product vision into scalable, innovative and engaging user experience across web and mobile platforms
Yael served as a leader for user interaction, information architecture and visual design for many years. Her background includes working in the Games & Entertainment industry as Head of UX and Creative Director at I-play, where she worked with the world's top brands, such as MSN, Yahoo! and AT&T, serving their games experience worldwide. In addition, she worked with numerous technology companies – heading their products UX and visual design.
Senior Software Architect
Yardena is a software engineer, architect and educational trainer with over 20 years of experience. At feature.fm she is responsible for building the backend services.
Yardena started her career with various start-ups before transitioning to become an architect of enterprise software at Cisco, HP and VMware over the course of 10 years. She was also a professional trainer for JVM technologies, has presented at several tech conferences, conducted research and taught at the Hebrew University in Jerusalem.
Yardena has been writing in Java since its 1.0 version. She learned to appreciate object orientation by spending time programming in Smalltalk for the Newspeak project, and has been experimenting with functional programming, particularly in Scala for the last 7 years. As a programming language enthusiast, she co-founded one of the longest running technology meet-ups in Israel - Sayeret Lambda.