Sound Alliance ties up with The Hype Machine
Online entertainment publisher Sound Alliance has signed a partnership with music blog aggregator The Hype Machine.
The US-based site carries content from a selection of music enthusiasts. Late last year, The Guardian included it in its list of 100 Essential Websites.
It is the first time the site will have had local sales representation. As part of the deal the site will also have more Australian music sites added into the algorithm.
The Hype Machine will be integrated into the Sound Alliance network of music sites that includes inthemix.com.au, FasterLouder.com.au and MessandNoise.com. According to Nielsen data, last month the network has a monthly reach of more than 690,000 domestic unique browsers. The Hype Machine currently has an Australian audience of around 100,000.
Sound Alliance Managing Director Neil Ackland said: “We are constantly reviewing local and international opportunities, and this is one of a series of new media and product additions we are currently working on.”
The Australian Hype Machine will launch with foundation advertisers including Smirnoff and Adidas.
As Mumbrella reported, Ben Shepherd joined Sound Alliance as commercial director from Maxus earlier this year.
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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We’re really excited about this. The Hype Machine is a great site and an innovative, unique format – we all use it – and we’re pumped to be able to offer it to local partners.
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The Hype Machine team are bright, innovative and a whole lot of fun. I’ve been lucky nough to know them for years now, and am really looking forward to seeing the fruits of this partnership! Congrats, all of you 🙂
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…and we’ve purchased media buys across The Hype Machine previously and they’re a lovely bunch of people to deal with.
The Hype Machine love in continues. Congrats guys!
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