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Field Notes · No. 1

What Rolling Loud taught us about nine minutes

A man collapsed behind us at Rolling Loud 2024. Getting help to him took over nine minutes. That's the story behind BuddySOS, and the kind of product problem the studio takes on.

March 26, 20263 min readChris King / Kingbird Solutions

A man collapsed behind us at Rolling Loud 2024.

Two of us had posted up at the main stage early, staking out a spot for the headliner. The crowd was packed tight. Behind us, two guys had been talking. Normal festival conversation, nothing off. Then one of them dropped.

We turned around and tried to signal for help. Waved our arms. Yelled. The crowd was too deep and too loud for anyone to notice. Staff sat on a cherry picker maybe fifty yards out. Local law enforcement, elevated above the crowd to spot exactly this kind of thing. They didn't see us either.

One of us made the call to leave the crowd, push through thousands of people, find someone with a radio, and lead them back to the guy on the ground. That round trip took over nine minutes.

In those nine minutes, the man regained consciousness and collapsed again. He was on asphalt. If he'd hit his head on the way down either time, he could have bled out before anyone with training reached him.

He was lucky. The next person in that situation might not be.

Where RaveDaddy started

RaveDaddy started as a festival tool. Find your crew when the signal drops and your group scatters. A side project from people who had been in enough crowds to know the frustration of losing their group in a sea of 40,000.

After Rolling Loud, the frustration framing felt small.

The product couldn't be about finding your friends. It had to work when someone needs help and the people around them can't get it fast enough. The crowd at Rolling Loud didn't scatter anyone's group. It trapped a stranger on the ground and kept us from getting anyone to him for nine minutes.

The rebuild

We rebuilt it. Broader name, broader mission: BuddySOS.

It still finds your people in a crowd. But the reason it exists is the nine minutes between "someone needs help" and "help arrives." In a dense crowd with no cell signal and no line of sight to staff, nine minutes is what you get when a friend is willing to fight through the crowd on foot. Most people don't have that option.

We built the app so the next person does.

Why this sits under the Kingbird flag

Kingbird Solutions builds custom software for non-technical founders. BuddySOS is the studio's own in-house product, built on the same bench we sell engagements from. The rebuild from RaveDaddy to BuddySOS was the same shape of work the studio takes on for clients: inherit a stuck product, rethink the positioning, and ship.

If your product is stuck on the same pattern (wrong audience, wrong mission, wrong mechanic) the Stalled Project Diagnostic tells you whether that's the real problem and what to do about it. Five minutes, no signup wall.


Keep reading: The next essay digs into why safety apps get marketed to the wrong people and how that shaped the BuddySOS rebuild. If you want the product side, the BuddySOS landing page explains how it works in practice, or read more about the studio behind it.

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