Diddy Planning New Music TV Network
With MTV and VH1 fully in reality television territory, is there a need for an all-music network? Diddy thinks so. A recent interview he gave with Ad Age reveals his plans for Revolt, an all-encompassing, television and social media network that officially launches on October 21.
During the interview, the rapper turned entrepreneur described his goals, comparing Revolt to a channel focusing on one aspect of entertainment: "Currently, music doesn't have one central headquarters. We don't have our ESPN of music, our CNN of music, our Golf Channel of music. We want to be a home for artists who are now homeless."
Rather than just show music videos, Revolt has a different business model. Tastemakers from the top blogs and streaming services will influence content, and the network plans to integrate with Instagram, Tumblr, and mobile apps and strives to be a place where advertisers will reach the Millennial audience. When it debuts, the channel covering pop, rock, hip-hop, electronic, and other genres will be available in 20 million to 30 million homes.
Diddy’s quick to emphasize that he won’t be chasing one-hit wonders and top 40 artists. Rather, the “social by design” network that will travel by word of mouth, he plans, will be “for artists, by artists.” He explained: “We have high standards and want to make the world of music a better place. We are looking to push artists to give the most of themselves. There's a time for one-hit wonders. What makes us different is curation and our track record; we know how to pick them.”
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