The Hype Machine: The Future of All Media or More Hype?

Blogs are closer descendants or offshoots of print journalism than of radio, but the recent popularization of “blog aggregators” for music blogs serve the same function as radio. The most popular of this new breed of technology is The Hype Machine, which defines its mission stating, "The Hype Machine exists to create a medium that favors discovery of new music through public discussion while encouraging legitimate distribution of audio."

In essence, the site culls all the music posted on various music blogs (the blogs they search amp3 blogs which post audio; sites can be added by user request) in one easy to access site. The playlist on the front page is continuously updated and includes links to the blog entry from which the song was taken. An iTunes and Amazon.com link to buy the track makes The Hype Machine one stop shopping: if you like the song, you can read about it, buy it, or steal it*. If you don't, you skip ahead (better than radio).
*One important note about the stealing: The Hype Machine consciously tries to encourage "the legitimate distribution of audio" despite the fact that most/many of the songs they link to are illegally provided for downloading. They haven't encountered any large legal problems yet, but most major labels have their current songs pulled within hours of posting. This helps explain why most/many of the songs posted are a.) indie/unsigned artists who want exposure or don't care b.) live recordings or c.) older material from major label stars

The blog aggregator format is beneficial for a number of reasons. Because the content is based on what is being blogged about, it is all user generated. Music blogs do disproportionately represent indie rock and some underground hip-hop music, however, which can be limiting. The top tracks listed in my new sidebar addition are representative of any given day. The Hype Machine doubles as a customizable playlist or a great blog search engine because you can search by artist or website and create playlists or podcasts from the results. Another plus to the blog aggregator format is it allows you to get to the meat of a mp3 blog--the music! You don't have to read through somebody's explication of a bunch of songs to get to what you're looking for--you can use your ears and listen, and then maybe go back and read up. This flips the purpose of a music blog on it's head to a certain extent, but The Hype Machine does encourage visitors to go and post on the blogs about songs they likee. Downsides to this format, though, include that the order is completely random and the songs aren’t related to one another in any way a DJ would assemble a setlist. You also have to sort through a lot of stuff you might not like in the straight playlist version but you get a greater diversity of selection and options than any other site I know. It was even described to John Heilemann in a CNNMoney.com article, Capturing the Buzz, as "the future of all media."
The Hype Machine also has it's own radio, Hype Radio, not to be confused with Hype Radio: The Ghetto People's Station (no joke). It's an internet radio station powered by blogs—all the songs that are streamed on the station have been mentioned in blogs and featured on the The Hype Machine. Because the station includes the music people are writing about, it encourages a good deal of diversity because music bloggers make the playlists rather than a computer---there are a variety of uninterested (?) sources being drawn upon. This is a benefit for most people that like to have choice.

Heilemann describes The Hype Machine's progressive, functional appeal, writing, "While the Hype Machine may never be as famous or influential as Napster or Rolling Stone, Volodkin's baby contains elements of both, updated for the age of blogs - which is why it's so damn interesting." (via CNNMoney.com) The Hype Machine shows the new ways people are developing technologies and formats to collect the music people are talking about into a delivery service and forum.

*Full disclosure: I LOVE The Hype Machine and use it every day. Have you ever tried it? Will you now?