IQ News: Theglobe And SonicNet Make Music Together

As newcomers continue to flock to the online music publication business, one of the originals, New York-based SonicNet, is looking to extend its franchise the traditional Web way: through a distribution and marketing alliance with community site theglobe.com. The pact is the first of a series of deals that SonicNet expects to announce as it embarks on an affiliate partnership program, essentially syndicating its content to other sites.
“We want to extend our brand and we have to take an all-encompassing approach,” said SonicNet president Nicholas Butterworth in explaining the affiliate program strategy. Potential partnership candidates in the affiliate program are community sites like theglobe.com and portals, Butterworth said. SonicNet is bracing for more competition from Spin, Rolling Stone Network and MTV Online. Newcomers in the category include the New York-based Virtual Music Vault, a company that aggregates music sites into a network.
SonicNet will provide theglobe.com with a music search function and its content including the latest music news, album reviews and artist information. The content will appear in theglobe.com’s Arts & Entertainment section, Butterworth said. Also, members of the New York-based theglobe.com will be able to use SonicNet content on their homepages. A community of user-generated homepages, theglobe.com reports it has more than 7 million users and 1.7 million members.
SonicNet properties include music video site Streamland, music news and reviews site Addicted to Noise, an Alternative Buyers Guide, an online version of Trouser Press and the movie site Cinemachine.
–Bernhard Warne