Hype Machine Partners with Townsquare Media, Departing SpinMedia

Townsquare Media, a web media, radio, live event and advertising servicing company, has announced its partnership with Hype Machine, the long-running music discovery engine and aggregator launched in 2005. Townsquare claims its combined web properties generate over 60 million uniques per month, as measured by ComScore.

The partnership will see Townsquare working with Hype Machine on its SXSW event Hype Hotel, with Hype Machine benefitting from Townsquare's network of 300 radio stations and complementary sites such as Consequence of Sound, Paste Magazine and Noisecreep, the last of which the site acquired along with the Boombox, the Boot and the Comics Alliance last summer.

“We are excited to team up with Townsquare Media to better connect listeners, marketers and music, and look forward to working with a partner focused on making a significant impact in this space,” said Anthony Volodkin, founder of Hype Machine, in a statement.

"In addition to their online experience, what is also attractive about Hype Machine are the many brand extensions," Bill Wilson, Townsquare's EVP and and chief content & digital officer
 told Billboard.biz, "including the ultimate SXSW destination the Hype Hotel which is a 5 day event featuring more than 60 artists all curated by Hype Machine and their top music curators."

Asked about traffic to his company's sites, Wilson told us that "Townsquare Media’s monthly audience is over 60 million in the U.S. Our highest-trafficked, music-related property is our owned and operated site Taste of Country which, as reported by Comscore's latest data (Dec 2013), reaches and engages 3.6 million fans a month in the U.S and as a result is the #1 brand for Country music fans." But, Wilson continued: "More important than size of audience or traffic is brand affinity... which Hype Machine is the epitome of being."

Hype Machine was previously within the SpinMedia network of sites, which also lost the websites Just Jared & Just Jared Jr. to Townsquare Media last week. While the past year has been tumultuous for the company, SpinMedia recently received an infusion of $10 million, as well as expressing confidence in its profit prospects over the current year.