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YeboTV brings music-store performances to the Web (Reuters)

The site recently approached Fords, N.J., independent record store Vintage Vinyl with an interesting proposition: namely, musicians' in-store performances streamed live to YeboTV's site. "Retail has always provided organic marketing to consumers," YeboTV vice president of music development Cheryl Shaver said. "Now, we are using new technology to build on that." It isn't the first time someone has used technological advances to capitalize on marketing opportunities from in-store appearances. Even back in 1992, music marketing company Best Performance and satellite communications company Manhattan Microwave Communications planned to broadcast in-store performances into hundreds of record stores simultaneously. But the program never got off the ground. YeboTV hopes to have better luck. Vintage Vinyl is well known for its in-store events, having done hundreds of shows through the years, including Cheap Trick, My Chemical Romance and the New York Dolls. Cleveland-based YeboTV is hoping to parlay Vintage Vinyl's success at booking bands into Web views. The site, founded in October 2006 by Internet entrepreneur Markus Jokinen, has financed an upgrade in Vintage Vinyl's equipment — for instance, by installing two remote cameras in the store's ceiling. "It's like having a small TV studio," said Vintage Vinyl owner Rob Roth. Vintage Vinyl has long posted on its own site occasional videos from many of its in-store performances, shot with a hand-held camera. But more viewers could ultimately lead to more in-stores, including performances by bigger bands — and hence, more customers. About five months ago the merchant began streaming shows with YeboTV, which also has partnered with the Newport Music Hall in Columbia, Ohio, and the Cleveland Agora Theater and Ballroom. YeboTV management is working on deals for venues in Nashville and Malibu, Calif., and hopes its list will grow to 30 venues within the next 12 months, said Shaver. Bands and labels will have to sign off on all this, but Shaver said it won't cost them anything. The site's economic model calls for advertising and sponsorship revenue, and possibly the occasional pay-per-view broadcast. And although bands will ultimately retain control of the content, the site hopes to archive the material. On September 29 YeboTV will use Internet technology to stream the Vintage Vinyl in-store performance by Wicked Cool act Chesterfield Kings, who are promoting their September 18 release "Psychedelic Sunrise." The same day, YeboTV will stream Warner Bros. act the Honorary Title, whose "Scream & Light Up the Sky" came out August 28. YeboTV expects audience increases, thanks to traffic driven from partnerships with hundreds of other Web sites. With the benefit of a large audience, Shaver said, shows streamed from Vintage Vinyl around CD release dates could provide a whole new marketing platform for new releases. Reuters/Billboard