This document discusses Hoooka, a company that brings artists and fans together. Hoooka allows fans to discover new artists and share music with others, earning a small profit. It also gives artists opportunities to find new fans. The company's founder, Justin Goldberg, launched Indie911 in 2004 to promote independent artists online. He later incorporated Hoooka to let fans share music recommendations the way people share a hookah. Users can earn money by promoting songs to their friends and social networks. This mutually beneficial model helps independent artists gain exposure while giving fans incentives to spread new music.

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Hoooka Brings
Artists and Consumers
Together
s with most busi-
ness structures,
the ever-evolving music
and entertain- ment industry
improves with advances in technology. We
enjoy convenience at lighting speed, but
where exactly can the independent artist
and independent listener meet in a world
otherwise controlled by big corporate
media? Better yet, where can a fan also
earn a few bucks for themselves in the
process? According to Justin Goldberg of
Los Angeles based website Indie911 and
integrated component Hoooka, companies
like his are the answer. “Our main thrust
for our business,” he declares, “is offering
fans the opportunity to discover new
artists, and conversely offering artists the
opportunity to discover new fans.”
Goldberg agrees that large companies
once ruled the world of entertainment,
yet ardently points to the changes in the
contemporary landscape. “Never before
have independents had such power and
availability of resources to produce,
market and license their creativity – and
keep most of the revenues. While the
mainstream music industry in particular
struggles with unprecedented downsizing
and corporate consolidation, the indepen-
dent sector is thriving.”
“The name Indie911 is derived from
the idea that we are a company discovering
and promoting new ‘indie’ or independent
artists and in a sense resuscitating the
music scene online.” Since 2004, his vision
expanded from an original incarnation
of online radio and promotion to a full
service provider for the independent mar-
ket. “Indie911 was relaunched as a social
network and consumer oriented entertain-
ment
destina-
tion,” he says
of the iTunes-meets-
MySpace formula now
in full force. Building upon the
concepts, Hoooka was incorporated into
the site. “The idea of sharing and passing
music along to others as you would pass
around a hooka with your friends.” He
further explains that Hoooka’s value is
driven by “its ability to live inside indie911.
com as well as on any web page that
accepts HTML code.” The tech angle is
then bolstered by the potential shared eco-
nomic value. “It provides incredible value
to artists by motivating their audience to
become both fan and retail partner,” he
states. Basically the business is comprised
of a twofold, possible win-win situation
for consumers and artists alike.
By passing the proverbial Hoooka,
artists gain exposure, listeners can enjoy
material outside of the limited mainstream
market, and fans can make a buck while
helping their favorite artists be heard.
The business model is simple. Says Justin:
“Once they’re Hoooka’d, we’re motivat-
ing them with a share of the retail sale to
spread the word. All of this will result in a
greater number of site visits and audience
that will create revenue and brand value.”
Sitting idle with success won’t suffice
for him. Pursuing an aggressive public-
ity campaign, Indie911 and Hoooka are
garnering recognition with appearances
at various events such as SXSW,
Canadian Music Week, MIDEM,
Bonnaroo, DIY, and Coachella.
“Today the company has agree-
ments with leading entertain-
ment organizations,” he notes.
“Songcatalog, Mediaguide,
iMesh, CIRPA, The French
Music Export Office,
Jambase, Ingrooves,
Flycell, Intent Media
Works, Business Wire,
ASCAP, and
industry trade groups
the DCIA and A2IM are
included.”
He acknowledges there will be plenty
of competition and imitation of his busi-
ness model, but insists the Indie911 and
Hoooka formula is at the top of its game,
and ever growing. “The interest from
the artist and label community has been
overwhelmingly positive,” he says. “Cur-
rently there are over 150,000 songs in the
Indie911 catalog and will soon have over
a million titles from which to load your
Hoooka.” One element in particular he
claims truly sets Indie911 and Hoooka
apart however is experience in the field.
Staking claim to a staff equipped with
over thirty years of music industry experi-
ence, he states - “Our music industry roots
give us the unique insight to what makes a
song good, what could make a song better
and also what to do with that song once
it’s reached its potential.”
As Justin Goldberg positions the
company to be a premier destination on
the Internet, he contends the company’s
growth will not detract from the primary
objective of artist promotion. “Our goal
is to become the brand that artists turn
to as a trusted partner in their career and
consumers recognize as a trusted filter for
the deluge of content that is consistently
directed toward them.”
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November/December2007
by Christian Cipollini
Passing the Music Around
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