NEW YORK (AdAge.com) -- Every week Ad Age Digital's Media Morph looks at how emerging technology is changing the way consumers get their information and media companies and advertisers present their messages. This week: Baeble Music.
What is it: A place to catch this month's CMJ festival, Baeble is an online-video site for indie-rock fans. Think Austin City Limits meets Pitchfork. Rather than housing artists in a stand-alone studio to showcase their songs live like Yahoo Music or AOL Music, Baeble Music takes fans to see their favorite bands where they were meant to be seen: in concert. Baeble spotlights up-and-coming indie bands as they play shows in the New York area or make the rounds of festivals.
Who's behind it: CEO Rory Maher is the former owner of now-defunct New York rock club Rothko, a venue that housed early shows by the Killers and Sum 41. Mr. Maher got into the music biz in 2004 after a six-year stint on Wall Street as an equity analyst in media and entertainment. Having observed the dot-com bubble from a monetary standpoint, he saw an opportunity to capitalize on the fast-growing adoption of broadband video and the increasing marketer interest in a tech-savvy, music-loving 18-to-34 audience. While some of the larger video-sharing sites have more scale, he said, Baeble is concentrated in that particular demo.
Low cost of entry: Filming indie acts is also more economical from a production standpoint. Licensing larger, major-label bands can be cost-restrictive, so there are advantages to starting smaller. "We focused on emerging acts because we felt they lent themselves more to an audience who was online and younger-skewing," Mr. Maher said.
Who's playing: Site favorites include Blonde Redhead, Ben Kweller and the Shout Out Louds, with the Veils and Two Gallants slated for coming gigs. Baeble also has relationships with several popular New York and Brooklyn hotspots, including the Bowery Ballroom, Luna Lounge and Gramercy Theatre, and will also be covering the CMJ Festival.
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> CORRECTION: In an earlier version of this story, Rory Maher's last name was misspelled as Baher.