THE HOME FOR INDEPENDENT MUSIC
Today’s hottest independent artists and the best music videos
- Videos organized by genre: pop, hip-hop/rap, dance, rock, international
- The best platform for emerging artists
- Outstanding, breakthrough artists
- Live performances
- New music every week
360TuneBox is available worldwide for DTH, Cable, IPTV, Smart TV, Mobile + VoD Rights.
Let the music spin
- Independent selection of the newest and hottest videos made by music's greatest trendsetters
- Outstanding, break-through artists
- Videos organized into genre clusters: rock, indie, pop, electro, dance, hip-hop
Tune in and see
An interview with Novelle Stevenson, the creator of 360 Tune Box.
What makes this channel different from other music channels?
We are all about the artist. It was important to create a platform that the independent artist can call home and be comfortable being themselves without the enormous pressures of commercial success out the gate. I don't believe the only type of success is commercial. I mean there is nothing wrong with having commercial success but there are other metrics that are normally overlooked. We are different because we are committed to the artist in their developmental stage. At this level of the artists’ career, larger music channels would most likely over look them. We want to become the premier destination for these overlooked artists. We want to help these artists reach a wider audience while cultivating their fan base and hopefully have a long career.
How do you select artists and videos featured on this channel? What are the basic criteria? What are you looking for?
First and foremost, it's all about the ability to identify talent. We look for artists whose talent speaks for itself. It doesn't need gimmicks, huge video budgets or anything like that. A true artist will shine if they’re preforming in front of two people or twenty-two thousand people. I look for the "it thing" or some would call it the "X factor." So I keep my ears to the streets, having a pulse on what's bubbling before it becomes mainstream. I naturally like all types of music, so I guess that helps. I was also fortunate to have started in the music industry as an intern at one of the hottest recording studios in New York City at the time. I worked all different types of sessions. For instance, I would work a jingle in the morning, assist on a Luther Vandross session in the afternoon and later that night, work on a Madonna remix session, so with this type of exposure I also like diversity.
Is there any particular genre that you want to promote more than the others? Why?
Hmmmmm I wouldn't say there is a particular genre. I mean, we are not a country music network. Nothing is wrong with this genre but that's not what we do. I want us to be known as the destination for great music period; a good representation of pop culture and the world around us. As we continue to expand the network, our viewers will see a nice mixture of styles they can relate to. Everyone has to tune in and see. I'm sure viewers won’t be disappointed. Picture the network being an iPod on shuffle mode.
Is it possible to create a music channel that could satisfy audiences worldwide? How do you want 360TuneBox to achieve this goal? Is there a universe taste that you want to define?
That's a great question. I believe good music is universal. I've been to countries where the kids do not speak English but they know all the words to a hit song. It can be a hit song from America or Jamaica it really doesn't matter. If something is HOT, there's no denying it. Music transcends color, religion, traditions and geographic boundaries. 360TuneBox goal is help to expand artists, music and culture in a way taste-makers whether from America, Europe, Africa or the Caribbean will say, 360TuneBox, I'm feeling that! LOL.
What is the primary target group that this channel wants to attract?
I would say our core target group is 16- 34 years old, but we are much more than this targeted demographic. I can see someone in their 40's and 50's watching us too. The music we are delivering speaks to a wider audience because of the diversity of the programming.
Can you actually operate a music channel which is not focused on top chart, best-selling artists from the U.S.?
Why not? The Internet has proven that. Technology has made the world and the playing field a much more leveled place. Now, a kid in the Czech Republic can be bumping to the same music that a kid in Bed-Stuy, (Bedford Stuyvesant), Brooklyn can be bumping too. Music is the common denominator that pulls people together even if they are worlds apart. Our job is to make sure we are providing music that's connecting people. I believe everything else will organically take care of itself.
Are you interested in showing more music videos from the Czech Republic and other Eastern European countries where the channel is most likely to be broadcast before it expands globally?
Of course... That's a given. We want to tap into HOT artist/music everywhere. That's the purpose of 360TuneBox. We plan on bringing something different and special to the world.