Santa Monica, CA-based startup myAWOL is now changing its name and address to "LP33.tv," according to details shared by the company on Wednesday.  The beta-stage change happened for a number of reasons, including an uncomfortable similarity to "myAOL," and a desire to create something more inline with online music and videos. 

In that light, LP33.tv marries the nostalgia of vinyl with the modern-day dot-tv.  "The market had moved on between our early planning stages and now," senior vice president Vlad Lodzinski told Digital Music News.  "With our public launch imminent, we decided to update the brand into something a little easier to remember and easier to spell, with just a touch of retro-cool for those in the know."

The shift may also signal a greater focus for the company, whose model includes aspects of an online label, video destination, industry resource, and artist and fan community.  "We think it nicely summarizes what an audience can expect – we're proud of the several hours of high quality TV shows and live concert footage our in-house teams have prepared ahead of launch, featuring talented new acts from both the US and Europe," Lodzinski said.