BigChampagne's Ultimate Chart (a/o February 10th):
1. “What Doesn't Kill You (Stronger),” Kelly Clarkson
2. “Set Fire to the Rain,” Adele
3. “Turn Me On,” David Guetta
4. “Rack City,” TYGA
5. “Good Feeling,” Flo Rida
6. “Smooth Criminal (Glee Cast Version),” Glee Cast
7. “Young, Wild & Free,” Snoop Dogg & Wiz Khalifa
8. “Domino ,” Jessie J
9. “Sexy and I Know It,” LMFAO
10. “Ass Back Home ,” Gym Class Heroes
The music space remains challenging to the extreme, and entrepreneurial philosophies frequently differ. Persevere according to a pre-set model or vision, and the startup risks molding at the edges while market conditions change. Remain nimble-footed and ever-changing, and consumer traction becomes more difficult.
The
Silicon Valley ethos favors quick adaptations, and LP33.tv - though
based in Santa Monica - neatly fits into that category. In its brief
history, the company has changed names (from myAWOL), totally revamped
its site architecture and approach, and recruited some bigger-name
A&R execs (Michael Rosenblatt and Paula Moore). Stay-the-course
businesses would have an identity crisis with that level of change,
though plenty of entrepreneurs view the anchored, inflexible model as a
deathtrap.
In that light, a revamped LP33.tv site is now more 2.0-friendly, and its tentacles reach far beyond home base. The site, once a 3D-style, stage-like destination, is suddenly a more intuitive starting point for web-embeddable content. "Navigability was a major issue," founder Andrew Bentley told Digital Music News, referring to the past iteration.
But the bigger problem was one of noise. Bands, friends, and videos are strewn all over the net, and fans have endless options for enjoying their music online. That makes it tough to create 1.0-style stickiness, especially alongside heavyweights like MySpace Music, YouTube, Imeem, and Spotify, just to name a few.
In that soup, LP33 decided to spread out, and tap into well-established
networks with millions of existing users. The tentacles are already
spreading - jump onto the Tori Amos fanpage on Facebook, and an LP33
tab appears. The LP33-hosted content includes exclusive, shareable
video interviews shot from SXSW.
That is a setup that can be used for the broader range of LP33-shot material, from its growing stable of talent. "The site has a few hundred thousand fans, but we are able to get content in front of millions off the site," Bentley continued.
Bentley and company could have difficulty drawing revenues from that content, especially from advertising. But other monetization possibilities exist, on both current and future content. LP33 is also moving on a next-generation A&R concept, one that involves a large scouting network and a lengthy screening approach that qualifies potential leads. Paula Moore (previously of BMG, UMG, and WMG) is a major brain behind that approach, and the company is aiming to take its 'tastemaker factory' to big brands and partners.
Like who? Stay tuned.
Comments Closed
OUR SPONSORS
© 2011 All Rights Reserved
Follow Us