Amsterdam-based online music startup Shuffler.fm is venturing into the music video space with its new ShufflerTV offering that turns the web’s leading voices in music into your personal VJs.
The idea behind ShufflerTV, which is set to officially launch Wednesday, is pretty simple: The site aggregates videos posted on music blogs and online music magazines like Pitchfork, XLR8R, Urb.com and the Fader, and compiles them to individual stations. The result are continuous streams of music videos that have been curated by people who actually know what they’re talking about.
Shuffler.fm combines this with a really neat player that allows users to skip songs, check out what’s coming next, change stations, subscribe to specific stations to easily access them and share individual videos on Twitter, Facebook and Google+.
ShufflerTV integrates with Shuffler.fm’s audio site, which has been doing this kind of curated music programming sans video for some time. Users can for example subscribe to a station like Urb.com on ShufflerTV, and then listen to the songs posted there as part of their personal RadioMagazine, which is kind of like a megamix of all the songs of their favorite audio and video surces.
Shuffler isn’t the only one looking to offer a new take on music television online. Major label joint venture Vevo launched its own continuously playing music video station dubbed Vevo TV in March. However, Vevo is currently very much a take on the traditional MTV model, with a one-size-fits-all approach towards curation. ShufflerTV on the other hand comes with a much more targeted approach. Both has its merits. But if you ask me, Shuffler simply sounds better.
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