AOL Music is looking to expand its audience beyond the pop crowd by developing new programming aimed at indie rock music fans.
As part of the initiative AOL on Oct. 26 launched a weekly Web-only video show called “The DL” hosted by Sara Schaefer of the comedy troupe Upright Citizen’s Brigade. The show, available at dl.aol.com, will feature a mix of blog-style editorial, video clips, and user generated content.
The DL joins a new slate of indie rock-focused programming initiatives that includes The Interface, a weekly audio and video podcast featuring live in-studio artist interviews and performances available for free and in MP3 format. Also in the works is a revived version of AOL’s Spinner brand.
Spinner.com, a web destination that links to both The DL and The Interface, is up and running in a test phase. The brand—synonymous with the early days of Internet radio—will officially launch later this year complete with a number of new online radio channels targeting the indie rock community.