Client: Tonara          

Practice Areas: Entertainment, Technology

Capabilities: Media Relations, Content Development
Research & Evaluation


While playing the piano, physicist and Ph.D. candidate Yair Lavi began to think of a way to turn playing sheet music into a fun and interactive experience. He and his partners began to develop Tonara—the world’s first interactive sheet music application that listens to musicians and helps them learn, rehearse, and perform. Using proprietary polyphonic score-following technology, the Tonara app shows musicians their exact position on the score, automatically turns the pages at the right moment, and provides real-time feedback on their performance.

The Challenge

Lavi and team introduced the Tonara iPad app as a TechCrunch Disrupt Battlefield finalist in September 2011. Although Tonara was generally well received, the rising startup needed to prove its business model and expand its brand awareness among musicians, as well as music and technology media. Our objective was to raise awareness of Tonara with its $4M series A funding round and a partnership with a key industry publisher. We also tasked with positioning Lavi as a thought leader in the larger music tech space, drawing attention to Tonara’s user benefits, and encouraging musicians to download the app.

The Solution

We were able to effectively communicate key messages in our target media channels and implemented a strategic campaign across financial, technology and music verticals to raise brand awareness and align Tonara with the specific values and needs of musicians. During the campaign we:

  • Refined Tonara’s corporate and consumer messaging
  • Drafted Q&A materials for media interviews
  • Planned and executed funding and partnership announcement
  • Coordinated PR/marketing materials for 2012 SF MusicTech Summit
  • Wrote byline articles on the evolution of music tech and digital sheet music

We reached out to key financial, tech and music media. Tonara’s coverage and byline articles were featured in a wide variety of online portals and news sites including TechCrunch, TheNextWeb, Forbes, Huffington Post Music, WSJ Venture Capital Dispatch, VentureBeat, HypeBot, and Music Week. The media coverage helped reinforce Tonara’s business model, raised considerable brand awareness and positioned Tonara as a digital sheet music app pioneer.