Orchestra conducting and software developing are a seemingly unlikely mix, but Milwaukee entrepreneur Jared Judge is bringing the two disciplines together with his nearly 2-year-old startup.
Judge, who helms Dream City Strings, has a rich background in music, earning a bachelor’s degree in music education and a master’s degree as an orchestra conductor. As he delved into music, he began performing professionally at assorted venues.
But Judge, who officially launched Dream City Strings with fellow musician Keaton Viavattine in late 2016, still remembers his first wedding gig a decade ago. The experience still stings because Judge was stiffed the money he was owed.
“Musicians are trained to be excellent musicians, but they’re not trained in the art of business,” Judge said. “It causes for our field to be taken a little less seriously.”
That pivotal experience years ago was the first seed of inspiration for Dream City Strings, which Judge likens to Uber. The service, he said, is designed to serve brides and grooms with the same mobile-mindedness of people looking to catch a ride from one destination to the next. Couples can book string quartet performances for their ceremony or cocktail hour, and each musician is vetted by Dream City Strings for quality.
As the idea behind Dream City Strings grew from a conceptual idea into a full-fledged business plan, Judge learned the ins and outs of software development on his own. Over time, Judge’s newfound acumen sprouted an algorithm and the various features that now are hallmarks on the app.
To date, Dream City Strings is available in three cities — Milwaukee, Chicago and Rochester, N.Y. — and more are slated to go online as 2018 unfolds. Judge said the app will be available in Cleveland and Detroit “in the near term.”
Across the three existing cities, Dream City Strings has forged relationships with 85 musicians, trained in classical music. The repertoire of talent is able to accept or deny performing offers in much the same way as a driver on Uber or one of the other ride-sharing services.
The automation also streamlines many of the logistical hurdles musicians need to pass through when lining up performance gigs at weddings and other venues. Judge said Dream City Strings handles the marketing and sales process — and it provides built-in safeguards, ensuring musicians are paid for their time and talent.
One of the most popular features on the app, Judge said, is a BuzzFeed-inspired quiz that gives wedding participants the opportunity to weigh in on preferred music styles. The algorithm creates a playlist that brides and grooms can browse through and refine, if needed.
“People have found (the quiz) to be helpful as they get started,” Judge said. “We’ve gotten a lot of positive feedback on it.”
Judge admits he is pleasantly surprised by Dream City Strings’ growth, but said he takes solace in knowing he is providing a service that serves professional musicians and event planners alike.
In the years ahead, Judge said he envisions Dream City Strings rolling out elsewhere, but, he adds, “We have to be strategic about that.”
Judge and others involved with the service have set a goal of raising $200,000 through a seed investment round. Proceeds have been earmarked for such expenses as bringing on board executives and to build out marketing and technology efforts.
While he remains laser-focused on the future, Judge said he also takes time to bask in the difference Dream City Strings is making in the present.
“The feedback we’ve gotten really has been heartwarming,” he said. “It’s about making magic and the events more memorable.”
For a glimpse of recent performances that have taken place with the help of Dream City Strings, visit this Vimeo page.
