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A "Battle of the Bands" contest boosts popularity of edgy site reaching over 1 million of the elusive 18-22 y.o. demographic. Snarky upstart captures young adult market with thirst for authentic community. Members demonstrate irreverent disregard for corporate-owned mega-sites and strong desire to share opinions on music, consumer products, and topics of the day.

More than 100 bands signed up in the first 3 days with a snarky time-sucking upstart, for a true Battle of the Bands. bills itself as a site for "Time Wasters" and by the looks of it plenty of people (over 1 million) have time on their hands. They also have opinions to share. The Battle of the Bands is one of the many ways members share new music. The loosely monitored, but well-maintained platform allows them to voice their opinions on topics such as Coke or Pepsi as well as who would win in a fight between Denise Richards and Bill Clinton. The popularity of the site and its edgy appeal give its founders is lots of clicks and real opinion data for a hard-to-read demographic.

As more one-time bottom-up mega sites go corporate, more web-savvy people and more bands are voting with their clicks and moving on to more underground sites like This is catching the attention of marketers seeking to capitalize on the buying preferences of the 18-22 year old demographic. One thing is clear: spell check is "so 5 minutes ago." Authenticity, on the other hand rules. As does belly-piercing over lip-piercing, by the way.

This demographic has an exquisitely fine-tuned nose for hype and zero-tolerance for fraud. The increasingly mainstream orientation of sites that started as edgy underground communities has turned many of the new bands off to sites like This market segment has strong opinions and they love to share them. "Tell everyone the truth, MySpace, Purevolume s***a**, they're so corporate, so mainstream, so BLAH!!! There's more fun on in 10 minutes, than all day on those boring sites." J-Dub, Battle of the Bands participant. Think you know what they like? Burger King or McDonalds? Coke or Pepsi? Seven Jeans or Antiks? is not a front for a corporate giant. Says Matt Rocco VP of Development, "In talking with John (Fanning, of the original; and co-founder of Path) it became clear that we know a little something about music, its importance to young people, and what to do with the data we collect. We know how to capture the attention of this hard-to-read group. We may not be pretty, PC or even polite, but we're real. Our community is real. Our members have real friends. Lead real lives. They listen to real music. They have real opinions."'s members, have varying degrees of civility, lots of time to waste and money to spend. They are hungry for community and eager to find a voice. is poised to capture and deliver an increasing number of insights into this market. We might be surprised, or offended; if we want a Path to these consumers, we're just plain lucky.


Headquartered in Hingham, Massachusetts, Path LLC operates the Internet's largest anti-social, social network. provides a platform for the 18-22 y.o. demographic to share authentic community and opinions. Whether it's music, current events, products or services,'s members are a growing and vocal community, enjoying an authentic voice and a real gathering place not offered by other bloated, corporate-owned social networks.

For further information please contact:

Susanne Eaton

The Hastings Companies

26 Summer Street

Hingham, MA 02043

T 781.749.1066

F 781.749.4381


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