We caught up with Peloton head of music Paul DeGooyer to talk all things music-related for the brand: from surviving the lawsuit to growing the brand with Lady Gaga rides and Listening Parties celebrating the latest jams.
in April for allegedly violating antitrust law and has asked the court to hold oral arguments over its claims that the NMPA encouraged publishers not to negotiate with Peloton.
We caught up with DeGooyer to talk all things Peloton music: from surviving the lawsuit to growing the brand with Lady Gaga rides and Listening Parties celebrating the latest jams.What interested me in Peloton is the fact that people aren't necessarily coming here to to listen to specific music. In fact, they're coming to have a powerful experience around self betterment and in that context it defeats the whole framing mechanism about how music is perceived and delivered.
We have a very good handle on what our members want and like, and what they're asking for. And we do pay a lot of attention to making sure that we're not playing the same stuff over and over again, And certainly not playing sort of the expected fitness stuff. Absolutely not. They choose their own. We don't promote anything, musically speaking. That's not the nature of our relationship with our members… They’re paying $39 a month on the hardware tier to have this experience.
And believe me, it was well underway. You can imagine the conversations and negotiations that took place prior to purchasing the company. So safe to say that it was over a year before the lawsuit was filed. But we were able to build back the library very quickly. What ended up happening is we had a ton of artists managers in particular, but also our legal and publishing partners coming in. I think, in some cases, they saw a service that they want to support. In other cases, it was maybe just them realizing that some share [of the programming] is up for grabs if a lot of stuff isn't being played.
One of our spin instructors, Emma Lovewell, is particularly attuned to new music, and has an audience who loves that. And with her class, Listening Party, she's doing stuff that is brand spanking new and then she puts her touchstone in the class, Just so that her members can kind of have a point of reference. I think her first class had Doja Cat, King Princess, Mini Mansions, and then she put a Tame Impala track in there to help put the whole thing in the frame.
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