The media buyout on the music blogosphere continues. Rumours abound that popular music aggregator The Hype Machine is the latest music site to be targeted for takeover, this time by Viacom.
Hype Machine founder Anthony Volodkin has apparently been offered $10 million and sources suggest that the 22 year old is considering the deal. One source at ValleyWag (“Silicon Valley’s Tech Gossip Rag“) says the offer is out there; a second source can’t confirm it but says “an acquistion would be the logical next step” while a third source claims “The Hype Machine has been sold, but not for $10 million and not to Viacom”.
Whatever the current status, there is certainly no smoke without fire. In the last year, Anthony and the team have upgraded the features on the site to include user accounts and the ability to bookmark blogs, songs and artists in a watchlist. According to Compete.com, the site’s visitor count has jumped by 125% in the last year with 127,000 visitors a month. The demographics of a recent survey are sure to interest media companies on the lookout.
Add this latest rumour to the recent news of acquistions:
- Universal Music Group has invested $25 million in Buzznet and their acquisition in music blogs Stereogum and Idolator.
- Sony BMG and Universal together have invested $2.8 million in the social music network MOG.
….and there’s an interesting music blogosphere landscape forming.