Tom Lehman, Ilan Zechory and Mahbod Moghadam onstage at TechCrunch Disrupt NY on May 1, 2013. Photo by Brian Ach/Getty Images for TechCrunch
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The Rap Genius offices sit on the edge of Williamsburg, Brooklyn, with a clean view of the Manhattan skyline and the East River. There are six penthouse suites, each with its own function: editorial, programming, etc. They all have white walls, sparse furniture, and a new-car smell. Rapper Sean Price once summed it up beautifully, “Rap Genius, you could take a shit here.”Moghadam is spread out on a couch, laptop in hand, jumping from subject to subject: Facebook COO Sheryl Sandberg‘s verified Rap Genius account; parties at Brown University after a recent technology panel; why Nas is better than Jay-Z. The non-sequiturs flow into a conversational freestyle, but important biases drip out occasionally, like how Nas invested in Rap Genius, while Jay-Z turned his back on the guys after Moghadam told Mark Zuckerberg to “suck [his] dick” in a Wakefield interview."Rap Genius is the reinvention of the printing press. Nothing will ever be in print again…because the entire store of human knowledge is contained within it.”
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Tom Lehman. Photo by Jordan Teicher
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If Moghadam is the mouth, and Lehman is the computerized brain, then Ilan Zechory is the face. The guys all go by co-founder, not getting bound up by business titles, but Zechory describes his role as “earth mother,” which means making sure everybody feels good and talks about their feelings. He’s polite and polished and has meditation pillows in his office.Aside from unofficial psychiatrist, Zechory works with Moghadam on “the day-to-day logistical tragic capitalism stuff,” like paperwork, lawyer communication, and employee recruiting. He says he tries to stay away from the technological aspects of the company, but a few days before, Lehman praised his mathematical mind and told me that Zechory even trumped him by taking Calculus BC as a sophomore in high school. Moghadam mentions that Zechory worked as a hypnotist at one point between full-time jobs at Google and Rap Genius. I’m not sure if it’s a joke.When I bring the co-founders into Zechory’s office for a group interview, he does most of the talking. Moghadam throws in some humor and hyperbole, and Lehman looks on, casually bored, likely thinking about what code he needs to fix next. The guys have an easy rapport, but they disagree when it comes to advertising on Rap Genius. Moghadam wants to do creative campaigns, like a Wrap Genius partnership with McDonalds, but according to him, Lehman thinks of ads as “the pollution of the Internet.”Zechory steps in as earth mother to offer a compromise: “We’re mostly focused on building a cool website for music and other texts for consumers to use for free. That’s our primary goal, to be a pillar of the Internet. When it comes to bringing in money where we wouldn’t have to throw up cheesy ads, [enterprise technology] might be a way of supporting the project.”Realistically, Rap Genius is looking at a two-year timeframe to develop its enterprise business. “Where the momentum is at, we don’t feel any pressure to rush into anything that’s not the natural next step,” Zechory adds. And due to the guidance and money from their initial Andreessen Horowitz investment, there’s adequate financial support moving forward.Nothing is guaranteed in the future, but the Rap Genius platform gives the guys an obvious advantage when it comes to potential enterprise contracts in the coming years. Copycats, like MetroLyrics, have failed, because Rap Genius has already established a thriving community of users who annotate and communicate.“There are other people building more general annotation platforms,” Zechory says. “The very difficult thing is getting kids or people who use the Internet to think, ‘this is something that I want to spend time on,’ and I’m sorry, they’re just not doing it on those other sites right now.”Rap Genius, however, is continuing to do it. The site recently got 900,000 unique page views in one day, powered by the kind of intellectual dissonance that makes rap appealing to record labels and academia. If the guys can do this for rap, imagine what annotation technology could look like when applied to something that even more people take even more seriously. Imagine how much the technology would be worth. When they reach nine figures, they may even be able to turn the hype machine off for good."That’s our primary goal: to be a pillar of the Internet."