AOL Music has rolled out two new genre-specific Web sites — Theboot.com, which is aimed at country fans, and TheBoomBox.com, aimed at hip hop and R&B devotees.
The two new properties will feature a mix of music, videos and editorial centered around their particular genres. Each will also debut new songs and host exclusive artist interview, a staple of AOL Music.
Music has continued to be one AOL’s more successful brands, despite the numerous rounds of reorganizations at the Time Warner-owned portal. Executives claim that AOL Music has increased its page views 55 percent this year, buoyed in part by the relaunch of the long running Internet radio brand Spinner.com (now targeted specifically at indie music lovers) and the last year’s launch of PopEater.com, aimed at mainstream top 40 fans.
Inventory on both new sites will be sold to advertisers through AOL’s recently established collection of ad network businesses, known as Platform-A.