Photo Credit: Hangout.fm
Turntable Labs is launching Hangout.fm, a new virtual listening community that draws inspiration from the now defunct Turntable.fm. Turntable.fm was shuttered in 2013, but Hangout by Turntable Labs features licensed content from Sony Music Entertainment, Universal Music Group, Warner Music Group, and indie licensing collective Merlin.
Hangout.fm is now accepting new user registrations, allowing users to create an avatar, invite friends, or start a musical hangout of their own. In each Hangout, users can take turns playing songs from their favorite artists in the virtual DJ booth. The audience can react to the song playing with a hype meter by upvoting or downvoting songs that are playing. Unregistered users are free to listen in, but they cannot DJ or interact with the music playing before registering for an account.
Turntable.fm’s original creator, Joseph Perla once again helms this experience. “With our broad global partnerships across the music companies in place, Hangout begins its journey to redefine the intersection of music and social media,” Perla told Digital Music News. “Our vision has always been to create a platform that celebrates the joy of music but also helps support the music industry. Today marks a monumental step toward that goal.”
Hangout says it is committed to benefiting artists by cultivating an environment that fosters creativity, connection, and collaboration. The music in the rooms is picked entirely by participants instead of algorithms, which was the main appeal of Turntable the first time around. Will the model succeed with major label support backing it?
“We’re pleased to support the continued growth of opportunities for fans to experience and listen to Sony Music artists in shared social spaces that fairly value their work,” says Mark Piibe, Executive Vice President, Global Business Development & Digital Strategy, Sony Music. “We look forward to working with Hangout to enable its users to build communities around their favorite stars and discover and curate music together.”
“UMG has always strived to support the development of innovative new licensing models that drive music consumption and increase fan engagement, so we are delighted to announce our strategic alliance with Hangout,” adds Kristen Bender, SVP, Digital Innovation Strategy & Business Development at Universal Music Group. “Social listening continues to become a key component of the fan experience, driving loyalty and conversation amongst engaged artist communities. Hangout will help power these fan experiences in a unique and compelling way.”
“We’re thrilled to partner with Hangout to bring our diverse catalog of artists to this innovative platform,” adds Rachel Scarpati, VP, Business Strategy & Business Development for Warner Music Group. “This partnership underscores WMG’s commitment to pioneering new avenues for music discovery, fostering community, and providing fans with dynamic ways to engage and share their love for music.”
“Community is at the center of independent music,” adds Ryan McWhinnie, VP of Business & Legal Affairs at Merlin. “This partnership with Hangout brings new opportunities for our global membership and their artists to connect with fans and broaden their communities. It represents our commitment to creating innovative revenue streams and delivering unmatched opportunities for our membership.”
The new Hangout.fm is available on the web, iOS, and Android.