Hobnox: online platform for quality music and Web TV
Written on May 7, 2008 – 8:00 am
Ernst-Jan Pfauth, editor in chief
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You might have read about this on Mike Butcher’s TechCrunch UK: Hobnox, a Germany-based start-up that aims to become the next big thing for people in the creative industries. It’s an online music and video platform where users can watch, connect, collaborate and create. Co-founder David Noël sent me an invite so I decided to give it a shot, as his plans sounded very ambitious. What struck me the most when testing the service were the über cool flash-based audio and video Noxtools. I’ve made a screen shot of the audio Noxtool to give you an idea:
Once you’ve figured this tool out it’s possible to upload your masterworks to a personal library. You can then create a playlist that you can publish to the stage for everyone to see. There are also three Channels which are maintained by Hobnox’s own editorial team and streamed in high quality. This team is screening the work of the community to find some hidden talent.
It’s an original concept, yet I’m afraid it’s not original enough to function as a closed platform. To me it sounds like MySpace on steroids. The only part of the service I haven’t seen on the web so far are the super sophisticated Noxtools that bring the music and video editing to the browser. Therefore, the guys from Hobnox should work on integration with other services. I don’t feel like starting another blog, I’d rather import one. Same goes for pictures (Flickr), movies (YouTube), songs (MySpace), and calendar (Upcoming). If you want to show your ‘old work’ on Hobnox you’ll have to upload it all over again, or link to it from your blog.
I’ve e-mailed David to ask whether this will change or not. He replied: “Good point. We plan to add API’s to sync with other services but they haven’t been created yet. We’re still working down the list of features. Users can simply upload their content into a Hobnox profile.”
They’d better hurry, since David also told me Hobnox will launch a rather impressive marketing campaign this summer, aiming it UK, US and main-land Europe. “We will start a contest in the early summer with which contestants can win a 25K€ artist development package. We are also looking for other means of directly approaching creative people. Bar camps, trade fairs, events etcetera, all centered around music, film, and culture.”
Hobnox is one of the coolest start-ups I’ve seen lately - the design, high quality Web Tv and Noxtools certainly make an impression. If they take the walls of their garden down, I’m sure they can attract the creative crowd they’re aiming for.
When asking Kooman for a reaction on this remark, he said: “The good thing about video is that it is particularly hard to disguise the truth. On traditional websites with the well-known pictures, faking beauty is way easier. You just take a good picture from the right perspective and you’re done. When you’re filming, you’re actually walking through the hotel. Moreover, we’ll also publish video reviews made by an independent Tripr adviser”.
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