BusinessTN

Even before the Twitter craze, celebrities were recognizing the value of social media as a means to bypass formal press outlets and the censoring of publicists to connect with audiences. Phil Gordon, a professional poker player and author, imagined furthering this Web-based trend with a mobile software “created by celebrities, for celebrities,” allowing fans to receive recorded phone calls from their favorite personalities. The resulting endeavor, Nashville-based BugleMe, launched in March, under the partial ownership of the educational media company, Expert Insight.

As an investor in BugleMe, Debbie Gordon (no relation to Phil) says the company aims to be an audio version of blogging, “allowing fans to receive phone calls from their favorite celebrities in nearly real time. This allows the fan to feel connected and increases the strength of the relationship.”

To do so, celebrity clients call a dedicated number from anywhere in the world, enter a password, and pre-record a one- to two-minute message each week. Within seconds, this message is delivered to the celebrity's subscribers, who pay a $4.99 monthly fee. Messages might provide fans updates on appearances, samples of new material or personal news.

No stranger to entrepreneurial ventures, Gordon founded Nashville-based Snappy Auctions, a highly successful eBay storefront business, which has in more recent times experienced a downward slump. Gordon also founded e-commerce software and marketing company, S3 Consulting.

BugleMe enjoys the support of Sumner County-based Angel Capital Group. Rachael Qualls, Angel Capital’s CEO, joined the BugleMe team as CFO in November 2008. A group of entertainment experts lend additional support as potential client recruiters, including primary recruiter Phil Gordon, CEO of Showtime Sports Marketing Firm Brian Efird and music industry promoter Katie Guido.

BugleMe intends to distinguish itself from other marketing-based call and text messaging services with its “connections, not promotions” philosophy. “Because fans pay to subscribe, the celebrities are able to distribute valuable content that is exclusive to BugleMe subscribers,” Gordon says.

A unique revenue sharing model grants celebrity users 20% of gross revenue, following a $150 startup fee. As a result, clients gain a new revenue stream, while expanding their fan base, controlling their own image and communicating through a more intimate medium. In addition, BugleMe provides each client with a Web-based community for users to respond, via a platform of discussion boards, polls and other postings.

A total of 12 “bugling” celebrities now exist, including musicians Dave Robbins, Julia Burton and Superchick, as well as Captain Thunder Racing and Big John of Vh1’s Rock of Love, along with prospects of NFL and other sports clientele in the near future.

Upon entering the media market, BugleMe attended the second PodCamp Nashville, part of a worldwide conference series held for bloggers, YouTubers, podcasters, social networkers and other media enthusiasts, on March 7 at Vanderbilt University’s Owen Graduate School of Management. Chris Brogan, a co-founder of PodCamp and social media expert, predicts “more niche and privatized content as time goes on,” but also questions the success and profitability of subscription-based services like BugleMe “unless they offer an amazing amount of value over the free commons.”

Ultimately, BugleMe’s success or failure will depend on whether its audio component is considered worth it—worth the money for the fans and the time for the celebrity. In the rapidly shifting environment of today’s social media landscape, it shouldn’t take long to find out.