Indaba Music & Electronic Musician Announce Integrated Marketing Partnership

Jan 12, 2010, 12:53 ET from Penton Media, Inc.

NEW YORK, Jan. 12 /PRNewswire/ -- Indaba Music (, the leading destination for online music creation, and Penton Media's Electronic Musician magazine ( have announced the creation of an integrated marketing partnership. The agreement will include the exchange of member and subscriber resources and benefits, tutorials and information, advertising services, alternative marketing solutions, and more. The initial phases of the partnership will roll out in the first quarter of 2010.  

The partnership is designed to expand the magazine's subscriber base by tapping Indaba Music's fast-growing global community of more than 400,000 artists, and to further cement Indaba Music's position as a creative and informative resource for aspiring and professional musicians around the world. Beginning in February, will host a dedicated section of its site named "Electronic Musician Presents," which will feature product reviews, tutorials and artist interviews from the magazine.  Expected to launch in June, "Pro" and "Platinum" members of the Indaba Music community will receive complimentary trial subscriptions of Electronic Musician and annual subscription discounts, while Electronic Musician subscribers will receive complimentary "Pro" memberships to Indaba Music.

"We see Indaba as an ideal partner to help take Electronic Musician to a broader audience than ever before," said EM publisher Shahla Hebets. "Indaba embodies EM's core market of passionate enthusiasts, independent musicians, audio DIYers and technology fanatics. This is an excellent match."

"Indaba Music is partnering with top resources to bring new content and tools to artists," said Nate Lew, Indaba Music's Director of Marketing. "Our partnership with Electronic Musician will bring the best available editorial and educational programming to our global community of musicians and music professionals."

Indaba Music is home to a diverse and international collection of passionate musicians, ranging from novices to Grammy Award-winning artists and composers. The site is designed to help them find and connect with one another, and make music together online. The site offers a suite of tools to help facilitate the collaborative process, including a browser-based mixing console, a recommendation engine powered by EchoNest, an extensive library of over 8,000 Creative Commons-licensed audio clips, and collaborative programs with major artists such as Mariah Carey, Weezer's Rivers Cuomo, John Legend, Yo Yo Ma, T-Pain, Derek Trucks and many others.   Additionally, Indaba Music works with brands to develop integrated advertising campaigns that engage Indaba Music's community of content creators through customized programming, such as remix contests, jingle writing challenges and talent searches.

The Electronic Musician brand focuses on music-production technology and techniques, including artist coverage, tutorials, reviews of products and record releases, tech tips, DIY features and production topics presented by Grammy and Emmy Award-winning audio engineers. With a print and digital circulation of more than 40,000, a suite of e-newsletters, and a web site reaching more than 175,000 unique visitors monthly, EM is an information leader in the personal studio category for everyone from novices to professional caliber recording artists.

About Penton Media, Inc.

As a leading, independent, business-to-business media company, Penton knows business and how to create and disseminate the vital content that moves markets. Penton serves the information needs of more than six million business professionals every month in industries ranging from Agriculture and Aviation to Electronics, Natural Products, and Information Technology. For additional information on the company and its businesses, visit

About Indaba Music

Indaba Music offers the leading suite of online tools enabling artists all over the world to create music together online. Members can connect with an international community of musicians to create online recording sessions - editing and mixing tracks recorded in different parts of the world using its online digital audio workstation (DAW). Indaba Music continues to add valuable services and is becoming an integrated platform from which musicians can manage multiple aspects of their digital lives. The company and its technology have been featured on The Colbert Report, MTV and ABC News, as well as in Wired, NPR, the Christian Science Monitor, TechCrunch, Rolling Stone and more.


Kirby Asplund/Penton Media


Erik Stein/Scoop Marketing for Indaba Music


SOURCE Penton Media, Inc.