Engadget Man’s Big New Idea

The New York Post is reporting that Downtown Records and Internet entrepreneur Peter Rojas plan to launch an online-only record label that will offer its music for free and generate revenue only through advertising and sponsorships.

One source familiar with the project described it as a “curated YouTube or MySpace for music with an editorially driven filter.”
This source said RCRD LBL would feature a central destination site from which content for various genres of music from rock to electronica to urban can be accessed by consumers and branded or sponsored by advertisers.
“There’s an urgency in the industry to find new ways to monetize content,” said one source familiar with the project, “and the economics of the Internet facilitate this model because it allows for a leaner organization while letting fans dictate the process.”

Downtown Records has Cold War Kids, Gnarls Barkley, Wax on Radio, Art Brut and others in their stable of artists.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.