"We saw that the music was starting to grow on mobile in 2010, and we were seeing how big the demand of this lyrics site content was," Ciociola, who goes by Max, tells Billboard. "We were asking anyone we know, 'Do you really search for lyrics? Why you do that?' Lyrics are one of the top five Google terms searches. People were searching more for lyrics than for sex, which is unfortunate -- more than soccer, more than football, more than any other thing."
The experience, Ciociola noticed, was "crap." It was clunky listening to a song on one service such as Spotify or YouTube and then leaving that app to Google song lyrics in a different browser window; even then, he adds, it was possible to get a different result every time because there was no singular, properly licensed database of song lyrics (this was before Genius, formerly RapGenius, had been sued by the NMPA for failing to license their own lyrics databse, not to mention raised $15 million from Andreessen Horowitz).
"At that time, they weren't getting anything from lyrics sites. All websites, excluding a few of them, were illegal," says Ciociola, who struck deals with all the entities including Sony, Universal, Warner/Chappell, BMG, Kobal, and the Harry Fox Agency; he also counts David Israelite as a supporter of these deals and Musixmatch in general. "We literally had to structure a licensing deal because they didn't have any for these kinds of things before. These kinds of deals in the publishing industry are a mess, because one single lyric could be co-owned by all of them."
That's the other thing: Musixmatch has a crowd-sourced component, so other users can add lyrics or corrections. This sense of community building permeates the basis of Clip, which allows users to take 20-second videos of themselves and set it to song on the iTunes charts or in their music library with lyrics, effectively creating their own lyrics video, as you can see from the above preview. They can then share it on Facebook, Instagram, and Twitter. Right now it's only available on iOS, but the arrival of an Android Clip app is imminent (Musixmatch was voted one Google's top Android apps of 2014).
"Lyrics provide feelings, memories and help users to catch their life’s moments," said Ciociola in a statement about Clip. "We're now empowering creators to make awesome video clips with their music and their favorite lyrics with Clip app."