Today starts the partnership between Microsoft and OneBeat to bring their electronic dance music application and spread original content in a new and unique way. There are 11 original shows on deck and plans to live stream performances, sell tickets, and announce live events all on the OneBeat app for Xbox LIVE.
It still blows my mind that culture that was considered underground 10 years ago is creating moves of this magnitude. In this quest to conquer a market that's getting bigger every day, there has been a steady stream of news in regards to partnerships and buyouts in the past few months. The quality of OneBeat's content and the reputation and reach of Xbox has us incredibly interested in how this move will play itself out.
Jake interviewed OneBeat’s Mikhail LaPushner last month, and it's more than apparent that the passion to curate groundbreaking material is genuine. The only thing that remains to be seen is if OneBeat will be able to supply enough content to keep 40 million Xbox subscribers people interested in their application. As sites like THUMP that have hit the ground running with a consistent stream of videos, the bar continues to raise when new platforms launch. We'll certainly keep you posted on anything we hear about this power move.
