Matt Gudinski Launches Music News Aggregator Purifier

Matthew Gudinski has today launched music content aggregator platform Purifier, which has been his own hobby project for some time.

The service creates a 'content dashboard' for users based on their selected artists and news sources, which vary from major media and music industry sites right through to international blogs and social media platforms.

The Executive Director of the Mushroom Group of companies, Gudinski, currently in  the US, told theMusic.com.au that the Purifier project sits outside the scope of Mushroom initially.

“What we're doing with Mushroom is sticking to our core business, and this sits a bit outside that,” he said. “I didn't want it tied to a label or touring company at launch… but everything I do is Mushroom in a way.”

Gudinski says that the basis of the app was to simplify the process of searching for music related content, “[And] we're also trying to create a location where friends and like-minded music lovers can interact and share content peer-to-peer.”

The Purifier platform claims to have 15,000 content sources and 'millions' of pieces of content on launch. The content is tagged with their own back-end system, to distil the feeds to only include relevant grabs.

“A lot of the content providers don't tag their content properly… we've got millions of pieces of content and we've managed to tag 70 percent. It's an ongoing thing in the back-end.”

Purifier's revenue stream is not the traditional advertising model, particularly given any particular site's existing advertising will feed through onto Purifier's platform, and Gudinski hopes to “create a music community” initially, which he can then develop revenue streams from through un-obtrusive song and ticket purchases. They're also looking to implement a promotion or sticky post service not unlike the Promoted Tweets model, where sponsored posts can be fed through to users subscribed to relevant feeds.

Following today's launch, the first free iPhone app will be released 24 October while the service will look to implement a streaming service, blogging functions and further apps in the near future.