Previously known as GoPlay, a livestreaming platform owned by Indonesian tech giant Gojek, Everywhere introduced its new identity in September 2023 with the launch of its new O2O live streaming platform, Play Everywhere.

“It is quite rare to have the opportunity to purchase a company that is doing very well from a much bigger group, so we are grateful for that,” explains Edy Sulistyo, Chief Everywhere Officer of Everywhere, at an interview with e27 in Singapore recently.

“There is no doubt about the benefits of being part of a larger ecosystem of companies. But the bigger the company, the more complex its bureaucracies; the more we must be mindful of our decisions. By being independent, we can move faster and more fearlessly, with a heavier focus on customer satisfaction.”

The company’s latest innovation, Play Everywhere, is a platform Sulistyo describes as a “live, digital jukebox that visitors can interact with.” Installed at venues such as cafes, restaurants, and shopping malls, the platform consists of a screen and a playbox. It allows venue owners to hire content creators across Indonesia to perform live for their visitors—from the comfort of their homes.

The content creators that venue owners can hire range from singers to comedians, and one creator even has the opportunity to perform live at different venues simultaneously with the livestreaming platforms. It is like going to a bar to see the live performance of your favourite local band, but the band does not have to be in location.

Also Read: From bedroom demos to studio dreams: Why brands ditch influencers for high-production livestreams

By implementing a concept called “creator-sharing”, Everywhere aims to connect creators to their stages.

“It is a magical experience,” Sulistyo says. “You can walk into a restaurant, and the performer on screen can greet you and even send you greetings or song requests from other visitors.”

He further explains that live performances are critical factors for cafes or restaurants in Indonesia in attracting visitors, as 97.8 per cent of surveyed visitors claimed that they choose venues to visit based on the quality of the live performances. With Play Everywhere, venue owners can choose the content creators they need to perform live for their visitors.

“We tell our content creators to take these gigs seriously, like a professional performer. They can’t just perform in bed, wearing singlets, with their kids jumping in the background,” Sulistyo says. “This is why we also employ a team that can help them learn how to perform in a professional capacity.”

Play Everywhere is now available in 60 locations in eight cities across Indonesia, with the goal of reaching 200 locations by the end of the year.

As a B2B service, Play Everywhere aims to help venue owners procure live performers at an affordable cost. It gains its users from word-of-mouth.

“Back when we were livestreaming on GoPlay, we witnessed how it can help content creators from all over Indonesia make a living, especially during the pandemic. After the pandemic, we notice a shift in the trends: Online activities remain strong, and people continue to be ready to broadcast from home, but the offline component is also becoming prominent. With this O2O approach, they can reach out to a wider audience, including those offline,” Sulistyo explains.

Also Read: How Kumu uses virtual gifting to make revenue as a livestreaming app

Expanding the influence(rs)

Since its launch, Everywhere has been able to share some insights about the users of its platform, who are mostly the younger generations–Gen Zs and younger Millennials. According to Sulistyo, these audiences love interacting with the Play Everywhere device.

“It is true that Gen Zs are the antisocial generations,” he explains. “Requests for songs (to creators) increased by 40 times since the introduction of the machine. They do prefer to interact through machines. With increased engagements, there are also increases in time spent and, eventually, revenue.”

When asked about the company’s major plan for the near future, Sulistyo points out that this phenomenon of Gen Zs being “antisocial”–preferring to interact with machines–is a global one.

As a platform, Everywhere already has a presence in one location in Taiwan and Japan; it has also been in talks with the Ministry of Foreign Affairs to install Play Everywhere at the Indonesian embassies and consulate generals to introduce Indonesian talents to potential visitors.

But now, Everywhere wants to focus on the local market, which Sulistyo sees as having “amazing” potential.

Product-wise, the company aims to remain versatile. “What we have now is the Version 1.0 of the Play Everywhere device. Many venues already have their own videotrons and screens, so we are developing a mini playbox that they can plug into their own devices and use their own screens.”

Run by a team of 50 in Jakarta and other cities in Indonesia, Everywhere is currently self-funded, but it is open to fundraise to scale once it is ready.

“When the time comes, we will look for strategic investors to help us expand,” Sulistyo closes.

—

Image Credit: Everywhere

The post How Everywhere aims to support content creators in Indonesia through “creator-sharing” concept appeared first on e27.