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Start-up scales up at world's largest digital media do

Start-up scales up at world's largest digital media conference

By Peter Kerr for sticK

(sticK - 20 Dec. 2010 ) Selection to showcase its 'social commerce' platform at MIDEM in late January is a big deal for Wellington internet start-up MusicHype.

The company's spent the past year perfecting its business model, which reward fans for support and interest in a band through conversations they have across various social media platforms such as Facebook and Twitter.

In turn, through exclusive deals with the bands themselves, fans are able to use MusicHype's online shop to purchase concert tickets, digital downloads, USB and vinyl recordings, and T-shirts and other merchandise related to the band.

A recent campaign example was allowing fans to select, and talk to each other through social media, about what was their favourite Crowded House live song from a recent American tour. The most popular songs were put onto a USB card, only available through the MusicHype online store.

MH is one of only 30 music related digital companies invited to MIDEM. Mitchell is to pitch to MIDEM's live audience, as well as a panel of international judges. The six day event attracts over 7,000 delegates, across 60 pavilions, with 120 conferences, 3,200 companies and over 400 journalists.

Having tested and tweaked its model in the New Zealand market, now's a perfect opportunity to hugely upwardly scale says managing director, Jeff Mitchell.

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For sticK – science, technology, innovation & commercialisation KNOWLEDGE - is a new Wellington based news service concentrating on following the money from ideas to income. Contact editor Peter Kerr at peter.kerr055 @

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