In The Mix in US launch
Youth-focused publisher Sound Alliance has launched a US version of its electronic dance music site In The Mix.
Created in 2000, the Australian version of the site was the publisher’s first launch.
“This is a big step for an Australian online publisher – we are used to international media brands coming here to Australia, but it’s rare to see the reverse,” said Sound Alliance CEO Neil Ackland.
The US site will be based in Los Angeles.
The announcement comes shortly after Sound Allliance launched mobile-focused pop culture site Junkee.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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And their new site is an amazing clusterfuck of broken links, stylesheets and login failures.
Hopefully they have better luck with version 2.0
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In The Mix is US launch?
What does that mean?
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Wow. Disappointing for me, embarassing for them. Two thirds of the links all lead to non-existant pages. They should have announced the site after the glitches were fixed. Bad form.
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Hi Wil,
Thanks for spotting the headline typo blooper. Now fixed.
Cheers,
Robin – Mumbrella
Hi Nate,
We’re experiencing a pretty large influx of traffic from the US since our launch during Miami Music Week and it’s sending some stress through the local and globalised versions of the site. We expect it to settle down within the next 12 to 24 hours so keep checking back on the site and we’ll be back to normal before long. Thanks.
Tim.
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Your mum is a mumbrella.
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Congratulations to the ITM guys!
As a long-time user and one-time contributor to the site, I can honestly say they’re some of the nicest, hardest working people in digital.
Exciting stuff – I wish them every success!
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@Tim, hopefully you sort it soon because your existing users (the ones who’ve been around since 2000) may not be able to currently log in but at least they’ll stick around, the potential new ones aren’t going to be returning to a site that doesn’t work.
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@Nate @disappointed @tallpoppy there are always teething issues when you launch a new site. They will get sorted out. People are interested in the content and doubtless the content will be great.
Instead of bitching about a few broken links, why don’t we show some support and encouragement for some Aussies who are brave enough to venture to the US.
Well done, all the best with the launch.
R
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Congrats guys. Great work…
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