Hype Machine gets Radio 1 gig after w00t!media win

by Dan Leahul, revolutionmagazine.com 19-Jun-09, 13:52

LONDON - Music blog specialist Hype Machine has appointed digital ad house w00t!media to handle its online advertising sales.

Hype Machine has previously worked with w00t!media on a non-exclusive basis, but decided to pursue the company as its exclusive representative after the initial brief.

As part of the ad strategy, w00t!media has booked a BBC Radio 1 Big Weekend website takeover on Hype Machine. Other advertising campaigns appearing include Adidas sponsorship and content from American Apparel.

Hype Machine, a music blog aggregator and digital radio station, see over 1.6m unique monthly every month.

Hype Machine partner Taylor McKnight said its users spend seven times the national average on music every month. The website launched in 2005.

Austen Kay from w00t!media, said: "Users of the site are in an ideal position to respond and interact with well placed advertising, w00t!media will be bringing both music related and other relevant brands on board."