A few days ago, Engadget-founder Peter Rojas sat down with PSFK to discuss the recent unveiling of his newest project, RCRD LBL, a network of brand sponsored record labels published in blog format offering free music and multimedia content from both established and emerging artists. RCRD LBL develops its own artistic content as well as serving as a portal to a diverse set of international labels that includes Germany’s Kompakt and U.S.’s Downtown Records (which holds Cold War Kids and Justice in its roster). Along with a growing list of DRM-free MP3s, the site offers commentary, tour dates, music streaming channels, and widgets to satisfy even the most avid music freaks. In the video, Peter also explains the dynamics of working with brands to support this venture.
During our chat, Rojas explained the thinking behind RCRD LBL and what makes it different than other labels and music aggregator sites. Some key points:- “The basic premise [of RCRD LBL] is that music should be free and legal, and the artists should get paid for it.”
- RCRD LBL offers a “social media experience rather than a retail one”
- RCRD LBL is geared towards young, tech-savvy, passionate music fans; tastemakers and early adopters.
- Brands are a critical part of the offering. RCRD LBL specializing in creating beyond-the-banner solutions for brands.
- In general, content on the internet is, and should be, free. And with music, which is basically another form of content, if you try to charge for it, there are too many alternatives out there and it becomes impossible to compete.
- The widgetized functionality of RCRD LBL is one of its key features – and all of it can be branded. By offering modular pieces, the site allows users to customize their experience as well as embed their favorite content onto their own sites (with sponsors message).
- Brands have been sponsoring music experiences for years (concerts, festivals, radio). The “sponsor-enabled experience” on RCRD LBL relies on forward thinking brands that the site’s users can identify with (like Puma and Virgin America, to name a few).
Thanks, Peter!
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