Social media platforms have become increasingly similar, with algorithms often overshadowing creativity. In this saturated environment, it’s becoming harder than ever to gauge someone’s interests or preferences before deciding whether to follow them.
Enter Shelf, an app that allows users to create a personalized “storefront” showcasing their media habits, and connect with others through their interests in movies, shows, books, games, and music. Shelf also helps track progress on a favorite book or binge-worthy TV show.
“If you look at internet culture in general, it’s moving away from posting selfies to what I’m reading, watching, rating movies, and so on. It’s essentially delving into a person, trying to understand what they’re doing… That’s what Shelf is all about,” said Jad Esber, founder and CEO of Koodos Labs, the startup behind Shelf.
How Shelf Came to Be
Esber’s journey began with writing anonymous poetry online and later venturing into the world of YouTube, working in creator relations from 2015 to 2018 in London. During this period, he assisted creators in growing their audiences and monetizing their work, contributing to the expansion of YouTube’s creator ecosystem in emerging markets outside the US.
After spending over three years at Google, Esber returned to academia at Harvard University to study consumer internet trends, which ultimately inspired him to develop Shelf in a market already saturated with social media platforms. “We’d built many, many products,” Esber shared. “They all didn’t work before Shelf, and Shelf was born out of that knowledge.”
How Does Shelf Work?
Shelf is currently available on iOS and is coming to Android soon. It enables users to connect their media accounts, such as Apple Music, Goodreads, Netflix, Spotify, and YouTube, to create a personalized and customizable “showcase” web page that updates automatically based on media consumption progress. Additionally, users can manually add links to any other online services, including articles, enhancing their virtual shelf with curated content.
The New York-based startup plans to broaden its list of supported services, such as adding Steam for gamers, which will enrich the experience for users across diverse interests. “As people and as online people, we’re very multifaceted. We like more than just music, movies, TV shows, and everything else. Adding support for specific categories will expand our user base while also improving the usability for existing users,” Esber notes.
Users have the flexibility to customize their digital shelf’s URL and interface, changing the background color and repositioning elements according to their preferences. This customization aims to provide a truly personalized experience.
Monetization and Data Privacy
Koodos plans to monetize Shelf through new customization options and potentially by utilizing the data it gathers. However, unlike other apps that rely on APIs, Shelf works independently of whether a platform has a third-party API. When users sign in via third-party services like Spotify or Apple Music, Shelf can directly pull their media consumption data from the app.
It’s worth noting that Esber emphasized Shelf does not use the data it gathers from users to train AI, distinguishing it from other online platforms that commonly engage in this practice. This data sharing is facilitated through Koodos’ proprietary technology called DataMover, and the startup is working to integrate this solution with additional apps (though specifics remain undisclosed). Esber compares DataMover to the data network for fintech company Plaid, saying, “Similar to Plaid, we’re giving other apps access to data.”
A Private Experience and Future Plans
In addition to allowing users to create public storefronts, Shelf has introduced a private experience for those who prefer to track their media consumption without sharing it publicly. “We’re planning on being a fun utility that everyone can use over time. Everyone has a bookshelf in their living room or home. So why can’t everyone have a Shelf?” Esber commented.
Launched this summer after a beta test late last year, Shelf has already amassed over half a billion links from its users, notes NIXSOLUTIONS. While Esber has not disclosed exact user numbers, he mentioned that the number of shelves in the app is growing by 40% month over month, with users visiting Shelf an average of five times a week to update their shelves or follow others. We’ll keep you updated on this growth as it continues.
Funding and Growth
Koodos has raised a total of $7 million from investors, including First Round Capital, M13, Blockchain Capital, and IDEO. The company also boasts a roster of advisors, such as Pinterest co-founder Evan Sharp, Dubsmash co-founder (and now vice president of Reddit) Suchit Dash, and Harvard market design pioneers John Dayton and Scott Kominers.
Shelf is quickly carving out a niche in the crowded social media landscape, offering a unique, personalized experience that combines media consumption with social connectivity. We’ll keep you updated as it continues to evolve and expand.