Location: Manhattan, New York | Active: June 2010 – June 2013
Intervenue was new. It was designed to be a live streaming platform with a heavy focus on electronic music, DJ’s that play a lot of shows in particular. The whole idea began when I built the DJ desk the year before. It was supposed to go live and stream my sets with a built-in Action cam. One that would record my hands and upper body and bring that picture in HD into your living room.
After banging on strings and wood for so long again, I decided to dedicate myself more to my electronic roots. I began downloading and rebuilding libraries of about 7 years of deep house and vocal house development that I missed. Dubstep just began happening and EDM parties in Manhattan started having dope looking people outside in lines, wearing neon tubes and reflective jackets. It reminded me of the Love Parade years in Berlin, where you would see folks with coffee machines tied to their backs or vacuum cleaners on Molly, with their mouth open and their arms spread out like they just met Jesus. EDM was a thing again, this time on the west side of the Atlantic. I had to do Intervenue.
My girl’s friends from high school had a location in midtown Manhattan by 37th and 7th ave. I began hanging out there at nights with the two brothers who built a t-shirt print shop within their dad’s poster print shop and were in need of marketing, website etc. to launch. I wanted the spot no doubt. I figured I will leave an impression with their dad if I carry all my gear into the shop when the last workers would leave around 5 pm and then set up on a cardboard between two trash containers to work the nights being as invisible as possible not bothering the daily flow in there. I was serious about Intervenue and helped the brothers in what I can on their material. In that time I’d live on 1-2 hours of sleep around 5 am when our work was done and I had some time left to sleep before people would run through the front door and the place would smell like crappy coffee and cigarette smoke again.
In a matter of a week or two, I had my own designated desk, although I still had to carry in and remove all my at that time grown set of gear every day. Screens, keyboards and my signature camera bag with an old mac mini server and endless perfectly rolled up wires. I had to because the shop workers already crammed in a tight NYC business space needed every inch of every desk. So we removed all our gear in the morning and brought it back up the stairs every night. Since I had no idea yet how to code a live streaming platform I began compiling music lists and work more and more on Ableton Live to sample stuff and at least be ready for the moment when I can marry a GoPro camera and a CMS. Poking around in CMS’es was back then the most I could do.
On the side, I kept watching the FOWA (Future of Web Apps) Conferences and downloaded them to watch them over and over again. I figured if I watch this hot chick talking about how she improves bit.ly’s analytics or how Twitter switched from Ruby on Rails to now all Node.JS, then I can be like that too. I adapted the talk and walked around talking about node.js like I invented it myself.
It was the year MailChimp got all the awards for UI and some red-haired dude with tattoos from a startup called Simple GEO showed up on a huge stage. He went on about how they all basically eat maps for breakfast and exist completely independently from Google Maps and can track users and will very much rule the planet in a year or two with maps. My eyes were sparkling, my heart was beating. I just had to know what this dude knows and I could be the god of live streaming. Certainly, after I saw this guy, I understood that it didn’t matter anymore how you looked like or if you talked rough smack all day. Freaks now ruled the internet and businesses around it.
So as a consequence, people that met me at that time thought they’re speaking to a $150k annual salary googler or a Twitter back-end engineer. Watching those FOWA meetings made me so secure in my talk and appearance I began to believe myself that I knew all that stuff. I planned to connect silicon valley type cats to join my force and learn about being dope, and in exchange bring all their skills to help me code this damn Intervenue app and platform so we can rock.
I sat down and did at least what I knew how to and designed a slick UI for the platform. It looked so next level. It was inspired by reading an article how to use EQ’s on the web and that browsers support it. I figured wow, EQ’s really that’s so intervenue. Why not add a crossfader too while we’re at it. I called it “filter” and it sat bottom left, it was so different. Wherever I mentioned Intervenue, I kept the UI super secret. No one was allowed to see it unless they could be interesting for coding this beast. I’m almost certain this here below is the first time it goes public. Almost 8 years later. (Funny that still nothing like this exists, I’d f*ck with it.)
I heard about web sockets and that they allow an incoming and outgoing data stream at the same time through any size apache server. What Sockets? Holy Cow, to my logic, they sounded like the code that Tim Robbins wanted so bad in the movie Antitrust where he killed hackers to steal their work and make his skype thingy work without hiccups.
Did I just figure out how to obtain the code Milo worked on for days and nights and like all these hackers died for? And it’s free to download? F*ck me, I’m in business, let’s go all in, where have I been this whole time. I’ll invest everything I have, who needs food who needs a life. I want this cause live streaming data is possible now and fast!!
So while altering some Joomla “extensions” and some downloaded advanced JS scripts, which I could not understand, I imagined that I am Milo and I’m gonna build the next Music Skype thing. A domain for intervenue on was purchased on intervenue.com and the fun started. I later installed a static HTML5 website with cool effects and a script that can crossfade two youtube videos. That was the best I could do other than describing things on it that didn’t exist but sounded like they exist.
A friend had DJ gigs to offer so I decided to get out and at least play some shows to grab the venue owners after a show and ask them face to face what they would think about selling 180000 tickets to a show in a venue that has space for 800 people. I was convinced that this pitch alone would change their lives, so I had no real business plan on me just my mouth and a few images of the user interface. It felt great to be out and about again, I played Luv Club and Pacha during Fashion Week 2011 it was so much fun with the beats cranked up to 10 and the desk pounding back at me under my palms.
I felt so next level about Intervenue that after a while I just told everyone about it without thinking someone would pick up on the ideas. It told them about how Intervenue and its interconnected cameras are worn by contracted stars. How they follow and broadcast their path around and share their perspective on a live show to the subscribing and paying audience. I streamed an hour and finally had some sort of real-time reference to how it feels like to do Intervenue. The video stream had errors and bad quality. It was useless but I kept Audio recordings directly from the desk like the second hour of Pacha.
It was not such an exotic concept to live stream a DJ show, I was wondering the whole time why no one would have thought of it before. Because that made me mad, I wanted to do it even more. And not just for DJ’s, Imagine a live feed of Jay-Z getting ready to roll down to Madison Square Garden on the day of his show. Or Rhianna at the airport unbuckling her seatbelt when arriving from LA and wearing an intervenue pin on her chest that broadcasts her view live in HD. It is absurd that by the time of this writing no one has figured that part even figured out yet or cared to bring this.
Yes since then we have live streaming platforms. The barriers that held me back from streaming through a website have fallen by today. Also back in 2011, this business model was a very hard sell. No promoter took the bait. People looked at me like I’m trying to bring big brother into the music scene and that no user would ever consent to share his privacy, location and live image in ways like that. It was absurd to me and I was pissed.
Meanwhile, my girl started hanging out in the lower Manhattan Art scene. In particular in a place called Pennington Gallery on 355 West Broadway. I came here to check on whats good there and quickly found out that this is way more uplifting and further reaching then working at nights from the center of Gotham like Batman in a cave that doesn’t have a single window.
The Midtown Office lost its magic and I didn’t really make any money or accomplished any milestones other then a couple DJ gigs if you want to call that an accomplishment. To me, it was time to move on and split once again. I initiated a little internal fight and the drama around it seemed enough of a distraction to slip out quite without ever owning a thing or having to call anyone again.
You don’t move old teams into new ventures. It’s not ever going to work. As hard as it is if a venture fails, you have to sweep the floor and fire everyone or just move on yourself and quit the people. I knew we won’t be ever real friends again so I let go of the two brothers, which also ripped my girl’s friendship with them apart. She has moved on already and hung only with the crazy artists in Soho herself. Nothing could hold me here. I was ready to jump…..