DAILY NEWS Nov 19, 2012 11:29 AM - 0 comments

Social Music Platform Invites Canadians On Board

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A new social music platform is building its global community by invitation, and it has extended the offer to Canadian music fans and independent artists.

The new service is named Whyd; it calls itself a bridge between popular online posting sites like YouTube or Soundcloud, and social network and sharing sites like Facebook and Twitter.

Users or members can aggregate their favourite music from any Web source, and categorize it into playlists. Site developers have created tools for listening to multiple media types and platforms, as well as for listening to other’s playlists whether or not they are logged on to the service.

Web browser plug-ins and search tools let users browse and listen to the platforms supported by Whyd, including YouTube, Soundcloud, Vimeo, MP3 blogs, and more.

Indie record labels, music blogs, concert venues, and DJs can use Whyd to share tracks with the community and offer related merchandise to members who embed their music into their playlists, describes Whyd Community Builder Tony Hymes.

Noting the company’s roots in Paris, as a small start up that launched the music sharing service as a Beta test earlier this year, Hymes agrees that some first time visitors to the site  wonder "where’s all the music?" if they have been to other portals.

“Whyd is a community of active music lovers who constantly seek out new music, and who use the tools of Whyd to make their lives easier,” he says. “It's not designed for a casual listener; it’s up to the user to find the music they want to hear.

“We host no music, and we provide no music, we only let people bookmark and listen to the music they or their friends find,” Hymes explained.

The company’s primary revenue model is in development, but it plans to monetize the utility of a free track by coupling the embed with a mechanism to deliver all of the relevant purchasing opportunities around music that connects the fan to the artist.

“The idea is that when a music lover adds a track, she is presented with things related to the artist, upcoming shows in her area, new merchandise, rare edition records, etc. The mechanism stays with the track, so when a song is being played/added anywhere on the site, the purchasing opportunities are displayed.

“This is only the tip of the iceberg,” Hymes continued. “We hope to actually motivate people by revealing their own behaviour to them and reminding them that the artist has provided the music for free, for example: ‘Hey, did you know that you listened to ARTIST five times this week? They have a new album coming up, will you tell five of your friends/buy a concert ticket/gift the digital album for a friend?’”

Whyd would then take a commission from the transaction, which Hymes called “lead generation, but with an audience driven model.”

Whyd also plans to create extra revenue for artists from places where no (or very little) revenue exists today. “We will not collect any money from playing their music, or from the use of our program. We will only earn money if we make new revenue appear directly for artists and labels,” Hymes noted.

Whyd is an invitation-only online environment; Hymes provided an online link for Canadians interested in learning more and participating in the newly launched service.

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