Caught in the Carousel

Our Stage: The True Democracy for Online Music and Video

By Daniel Galleno

If you think OurStage (www.ourstage.com) is just another music/video site, think again. True, the site is relatively new, but it has already made a big name for itself among artists and fans who have embraced the ability to create art and recognize that art in a democratic, non-gameable format where the winner really is the one with the most votes. OurStage and its growing number of registered users are building a diverse collection of music and video submissions, which gives the artists a chance to showcase their talent and the fans a chance to experience it. It’s a simple relationship, but one that required the technology and foresight of the OurStage team and its founder Ben Campbell in order to become a reality. OurStage wants its audience to discover great talent and for that great talent to then be discovered by the world at large. And, as if that weren’t enough, the site is giving away cash prizes and publicity opportunities to the monthly winners in each genre of competition.

How does it all work? The best way to find out is to log on and try it out. But, I caught up with OurStage in order to find out a little more about the site and what it means for the artists. You will be glad to know that this truly is just the beginning for OurStage; that talented and driven artists really do win and that you could be ready for OurStage right now!

Caught in the Carousel: With the growth of numerous digital fanbase music websites, what sets OurStage apart when it comes to music, videos and the web?

OurStage: We feel there are several things that set us apart: 1. We are the only site we know of that lets the fans decide what entertainment content is best—in a non-gameable format—so the best items rise to the top of the rankings, making it easier for great artists to get discovered, and making it easier for fans to discover great new stuff. 2. We offer cash to winners in each channel and a large cash prize to the winner across all channels in each genre, each month. 3. Beyond recognition and cash we offer prizes that will actually help people launch their careers, ranging from slots on stage at music and film festivals to inclusion in CD samplers, to editorials in major publications.

CITC: How many music and video submissions does the site typically receive with its current format?

OS: We've only been open to the public for about seven weeks, and in that time we've received over 4,000 contributions. Small compared to the big guys, but we believe it's a healthy start.

CITC: How many people typically vote in the monthly contests and how much do you think that number can grow?

OS: Last month we had over 125,000 separate judging battles on the site by approximately 20,000 unique visitors. Again, having just opened, we'd like to believe that we're on to something. No idea how big it can grow. We are hoping well into the millions of unique votes per month.

CITC: Traditional television-based music video outlets launched many careers, but now cater to mainstream artists and music. Do you see OurStage as an eventual replacement for those television outlets?

OS: No. Television will always be a strong contender in the world of entertainment. Shows like “American Idol” are much more geared toward reality entertainment than they are at really finding great talent. We feel we are a complement to this approach rather than a replacement. However, we've built the business, and the technology that drives it, with a very serious eye toward helping to discern what the broader community genuinely believes is the best content. And we are applying this approach to a much broader range of artists and genre of entertainment than TV shows allow in the short one-hour time slot in which they broadcast.

CITC: $5,000 (the monthly prize per winner in the categories of music and film/video) is a good amount of money for any new artist, but is the true prize about the exposure and title of “OurStage Winner?”

OS: Absolutely. The cash component, while interesting and newsworthy, is secondary to most artists to the idea of being recognized, and especially to the possibility of really launching their careers. We aren't certain that the cash piece will always stay where it is over the long term. But we are certain that our focus will always be on helping great talent get recognized, rewarded, and get launched.

CITC: OurStage says it “offers wining artists real opportunities to actually launch their careers” through its many industry partners. What have some of your past winners been able to accomplish?

OS: It's a bit early to be able to answer this definitively, but we know that winners from March and April have done things like play at the Verge Music Festival, secure CD sampler spots for CMJ, Podcasts from Paste, get mentions in major newspapers and journals, get featured as film of the week on partner websites, etc.

CITC: At what point in his or her career do you think an artist is ready for OurStage?

OS: Our focus is on emerging (amateur) artists more than on artists that are already signed by labels.

CITC: Eligibility requirements currently restrict entries to “residents of the 50 United States and the District of Columbia.” Any chance OurStage will go international?

OS: We definitely intend to go International; both in allowing residents of other countries to participate here, as well as in creating websites in other countries. Just a matter of getting the legal work done in the different countries to allow it.

CITC: Do you see OurStage growing beyond its monthly contests?

OS: Long-term, the idea is to be the central location where all amateur music, video/film, and photos are brought to be judged by the community—to determine who is best AND to be the first place people think of when they want to go see what is new and exciting in online entertainment. We are already planning to have an annual contest where the top 10 artists from every channel are automatically submitted. So there will be an annual grand prize competition where the winner will receive much greater prizes and fanfare. In addition, we will offer merchandising possibilities and the ability for artists to sell their work, as well as embeddable, customizable, radio and video stations that will allow individuals to become their own mini-broadcast network.