Backplane, the company that birthed Lady Gaga's LittleMonsters social network, is now preparing a full litter of big brand niche networks. Ten are reported to be launching by year's end and so far at least three have surfaced in prelaunch mode. Two continue the focus on music featuring Guns N' Roses and The Bloody Beetroots. The third is apparently a relaunch of Condé Nast's Fingerprints site.
For some reason no one else seems to be picking up the news and Backplane's blog is silent on the issue. I assume since brands with devoted followings are involved that they will be doing the marketing to their own fanbases.
Backplane's first network was Lady Gaga's LittleMonsters, previously covered here at Hypebot. I can't remember if content was visible when LittleMonsters launched but the site now requires a login to check out what's happening. However the contents and overall look seem pretty much the same as at launch.
If this is a shift it makes sense given issues raised by Lady Gaga and her fans, dubbed Little Monsters, related to bullying both on and offline. But it's likely to be decided on a case-by-case basis given that a brand like Condé Nast may want to leave it accessible to nonmembers to entice them to join. Or vice versa to maintain an air of mystery and exclusivity. I guess we'll see.
Constine identifies sites for:
Guns N' Roses - Paradise City
Condé Nast - Fingerprints (relaunch)
Magnetic Magazine identifies:
[Update: See comments for additional networks identified by our mystery guest!]
I pushed this post past my already missed deadline in part because Google revealed itself to be almost useless in finding additional information, for example, the Magnetic Magazine article didn't show up in any of my searches. I then investigated ways to search site code and security certificates but had to stop though I'll return to that quest for tools at a future date.
Though major music acts are not a surprise, the relaunch of Condé Nast's Fingerprints suggests that they like what they saw compared to what they had or could otherwise obtain.
If you discover additional networks powered by Backplane, please share the info in the comments or hit me up at the email below.