Even though it's not great letters (except the R), it actually pronounces quite neatly and looks very tight, in a branding kind of way. Of course it is an acronym for a few things/orgs, but IMO the value here is more in branding the pronounciation.
Clearly looks/sounds like either 'riff' or 'rife'. I'd be approaching all the guitar/music/lyrics end users I could find to brand it as 'riff', a great sitename for guitars, licks and riffs.
Without that ideal end user, I don't see that it has huge potential as it doesn't appear to be an acronym/initials for any particularly large company. I'd appraise:
reseller = around 9 - 12 K based on letters and that it's pronounceable.
end user = maybe 15 - 18 K unless they absolutely must have it, but even then I couldn't see it getting over 20 - 25 K tops, IMO
Nice one, I do think it's neat