this is the Valencian startup Voicemod.

This is the story of three Valencian brothers who went from having a music band together to create voice filters that are now used by the most popular gamers and streamers. We are talking about Voicemod, a startup that has just received an investment round of 8 million dollars from Bitkraft Ventures.

Voicemod is a real-time voice modulator that has become popular with content creators. It is a tool with which you can create a funny voice while playing live or add different effects depending on the context (for example, being in a cave or the effect of being out of breath). It is compatible with games such as ‘Apex Legends’, ‘League of Legends’, ‘Valorant’, ‘Minecraft’, ‘Fortnite’, among many others, as well as platforms such as Discord, Skype or Zoom.

this is the Valencian startup Voicemod

“The three of us are musicians”, tells us Jaime Bosch, one of the founders of Voicemod along with his other two brothers, Juan and Fernando, “we have always had a close relationship with music and audioThat’s why we wanted to go down this road. ”

Today Jaime tells us everything that is behind Voicemod: how they were born and have come to make a niche for themselves in the world of streaming and content creation.

this is the Valencian startup Voicemod

“We want to be the voice of your digital avatar”

We have lived with image filters for years. Instagram brought us color filters while Snapchat went one step further with more interactive and playful filters. It is true that some also incorporated voice modifiers, but Voicemod decided to bet on variety and compatibility with the largest number of third-party platforms.

“Our thesis behind all this is that Voicemod amplifies the way you communicate in the digital world”, summarizes Jaime.

this is the Valencian startup Voicemod

“We want to be the voice of your digital avatar, not just a PC application. The tool we have created makes it easy for everyone to personalize the voice of their digital identity. The idea is that, in addition, you can take it wherever you are , whether on PC, Mac, consoles … Be the reference in this regard “.

Last year we could see El Rubius upload this video on his channel, now accumulating more than 33 million views. The main grace of the video is listening to Mangel use Voicemod’s voice modulator while playing ‘Fortnite’ with Rubén, genuinely showing the possibilities of this tool when it comes to share it with friends.

this is the Valencian startup Voicemod

In a brief search on YouTube we can see that different content creators followed him and found it useful to create differently, not to mention English-speaking creators as well. The videos are usually humorous, surprised to hear their own modified voice as if they were a robot or a squirrel.

This quickly became popular with gamers, who decided to show it off to their friends and share it on their own. “That’s when we realized that Voicemod is a wonderful tool for content creators,” explains Jaime, “because it allows them to create very viral content in a very simple way“.

“The first version of Voicemod was very experimental”

The Bosch brothers have always done projects together. As we have said before, from a marching band to a company that formed between the three. They were mainly dedicated to web development, always related to the world of technology, as well as doing multimedia working for different companies and agencies in Valencia.

this is the Valencian startup Voicemod

“We did the opposite of an MVP (Minimum Viable Product), we spent a year building the technology, obsessed with the interface, how to do it, etc. All this working outside of our working hours”.

“Voicemod was born when we got the iPhone 3GS in 2009 and we saw the world of apps as an opportunity for a new format, a possible new source of income for our company. There was starting to be a business with access to the most massive software, in the palm of your hand on your mobile and becoming much cheaper. We saw it as a democratization of software. “

So they created the first mobile project in their entire life: Voicemod. The three of them knew that it would be something that would require a lot of their free time: “At that time we had a lot of workload in our own company and we knew that embarking on this project would mean dedicating our afternoons, nights, weekends and vacations, that’s why we wanted it to be something that we were passionate about and that we liked. “

this is the Valencian startup Voicemod

An important influence to start the project “was a studio called” Tap Tap Tap “in the United States, among its creations was Camera +, and this studio had released an app called Voices, which was followed by a Voices 2” . It was an app in which there were several presets, a voice memo was recorded and effects could be applied to it.

“We are talking about a very recent app store model in which everything was paid, there were no ‘purchases’, not even ‘push’ notifications. This study had a blog where they published their metrics and, I think I remember, that In the first six months it had billed about $ 400,000, a similar figure. With our experience in audio we thought we could give it a twist, do it in real time, something more experimental. “

The first version they made of Voicemod was very much inspired by a Reactable table. His idea was to do something very experiential, that with headphones on you could edit your voice in real time and experiment with the effects.

“In fact, one of the things that has taken us so many years to find our way to success has really been because we launched a product when absolutely no one understood what we were creating. And we also did the opposite of an MVP (Minimum Viable Product) We spent a year building the technology, obsessed with the interface, how to do it, etc. All this working outside of our working hours “.

this is the Valencian startup Voicemod

At the end of 2010 they released the first version of Voicemod to the market while continuing to run the business that fed them. For the next three years, the application remained available to the public as the market for mobile applications and smartphones began to become more and more mature. They made various changes as a premium version or incorporate push notifications, as they watched the App Store change.

“We lived through all this evolution and at the end of 2013 we had quite a success with some promotions with Voicemod. We saw that it began to invoice a lot of money, not enough to make a living but it looked good. We made a decision, a little crazy now seen from a distance But what seemed wonderful to us at the time, which was closing the company and totally focusing on Voicemod. So we started looking for investors and accelerators. “

Until that moment, Voicemod had been self-financed by the three founders, with personal bank credits to their account included. Now they made the leap to being entrepreneurs and the startup world. The way they knew of working was that of a classic company, in which the higher income more doors open to do more things, but now they entered a totally new terrain for them. The company Voicemod SL was born as such in 2014 and becomes the priority of the Bosch brothers.

this is the Valencian startup Voicemod

“The secret of Voicemod is when you make it social”

Between 2014 and 2017 they were iterating non-stop on mobile products. They tested various types of products, from applications of audio messages, to video selfie, practicing different formats, designs, among others. Until they found the Voicemod that is currently on the market, but it doesn’t end there: “The application we have now, our main product, which has been on the market since 2017, has more than 50 versions“Jaime tells us so that we can visualize all the way they have had to go.

“At the beginning with Voicemod you had a brutal experience but you had it alone. Their secret of success is when you make it social: on the one hand you listen to it yourself and discover it, but then you can do it with your friends and see how they react you’re doing, that’s when you understand the value proposition of the product. “

The gamer vein arrived in the summer of 2017. Its web traffic had always been mobile-first with 80% and desktop 20%. That summer they began to identify that desktop traffic was increasing considerably. They put a series of clues on the web, such as forms, to know what exactly people were looking for from the desktop.

“We realized that ‘PUBG’ (‘PlayerUnknown’s Battlegrounds’), which came out that same year, had ‘proximity chat’ functionality, which means that you can talk to someone who is not from your group of friends simply by being close to another player in the online space, then people wanted him for that. We started to develop Voicemod for PC, very focused on ‘gaming’, which came from the use and ‘feedback’ from the creators of contents”.

The future of Voicemod

Currently Voicemod has 2.5 million active users per month and half of those users are American people. From the beginning they had focused on the US market for various reasons. On the one hand, they tell us, because it is a country that has very fast adoption and digital payment methods are more advanced. On the other hand, the purchasing power is higher, which translates to higher conversion rates.

By focusing on the American community, and therefore the English speaking community, little by little they were reaching some countries in Europe. The places where they have more presence are the United States, Canada, Australia and the United Kingdom, followed by a few other countries that have assimilated English. We can see it by the percentages of users that convert to Freemium: 30% were American, around 8% France and the United Kingdom, and then lower percentages, including Spain with 2.5%, according to Jaime from the June data in hand.

Voicemod’s next goal is to conquer Asia, with the intention of starting to work with local partners in the area to help them enter this new market: “Asia is all mobile, plus it is half the market in the gaming world. The western product is much more general , just translate it and it will still make sense in many countries, but facing Asian countries we have to adapt culturally“.

“In China and Japan there is a fairly powerful trend of digital ‘streamers’. The ‘streamer’ is no longer a person but an avatar, they put a ‘voice-changer’ because the person behind controlling that digital ‘streamer’ does not wants to show their real identity. They hide behind an avatar and change their voice, then Voicemod is already being used for this kind of thing. In the end it is the opposite of what happens in the West: the ‘streamer’ wants to want to be the voice and the visible face. Asia is the opposite, they want to remain in the most absolute anonymity. “

this is the Valencian startup Voicemod

Voicemod has been very oriented and focused on a western audience and landing it in Asia can be a bit more complicated. We will see how it works and what are the next steps of the Bosch brothers.

Cover photo and Jaime Bosch | Banzai Photo