Published Jun 02, 2010For better or worse, it's starting to look as if the music blogosphere might take a page from large news conglomerates. Like some sort of hipster Rupert Murdoch, web publisher Buzz Media recently announced a partnership with six influential music blogs. Those sites are PureVolume, PopMatters, Gorilla vs. Bear, The Hype Machine, Concrete Loop and RCRD LBL.
Buzz Media already counts music sites like Stereogum, Absolute Punk and Idolator under its umbrella, alongside tabloid blogs like TheSuperficial and Just Jared, and the official sites for trashy celebs like Britney Spears, Nicole Richie and Kim Kardashian.
Some weird company to be keeping, for sure, but many are insisting that it's a partnership mostly related to ad sales. Speaking with Hype Bot, Hype Machine founder Anthony V insisted that the deal is strictly related to ads.
"We are a small team, mostly focused on product, and it's difficult for us to effectively sell advertising on our own, so it's great to partner with such a competent team," he said.
Likewise, Concrete Loop stated: "Buzz Media doesn't own Concrete Loop either. It's a unique partnership."
Sadly, one of our favourites on that list might be in for some sort of larger takeover. A representative from Buzz Media explained that the Gorilla vs. Bear deal might go one step further.
"We generally don't get into details of how deals are structured, but Gorilla vs. Bear is an acquisition, in the form of an investment with the right to buy the remainder," the rep said.
The thought of Buzz Media taking the helm of Gorilla vs. Bear is especially worrying after watching the lull in quality from Idolator since the Buzz takeover. When it was part of the Gawker family, Idolator offered a challenging perspective on music-related pop culture. Under Buzz Media's control, it's become the go-to place for discussions on Demi Lovato singles or Adam Lambert's outfits.