Sound Alliance ties up with The Hype Machine

Tim Burrowes

May 5, 2010 12:05

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.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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3 COMMENTS

Ben S 5 May 10

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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Heather Ann Snodgrass 5 May 10

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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Dex 5 May 10

…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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