In The Mix in US launch

Tim Burrowes

March 22, 2013 12:20

Youth-focused publisher Sound Alliance has launched a US version of its electronic dance music site In The Mix.

Created in 2000, the Australian version of the site was the publisher’s first launch.

“This is a big step for an Australian online publisher – we are used to international media brands coming here to Australia, but it’s rare to see the reverse,” said Sound Alliance CEO Neil Ackland.

The US site will be based in Los Angeles.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

Topics

Sound Alliance

10 COMMENTS

Nate 22 Mar 13

And their new site is an amazing clusterfuck of broken links, stylesheets and login failures.

Hopefully they have better luck with version 2.0

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Wil 22 Mar 13

In The Mix is US launch?
What does that mean?

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Disappointed 22 Mar 13

Wow. Disappointing for me, embarassing for them. Two thirds of the links all lead to non-existant pages. They should have announced the site after the glitches were fixed. Bad form.

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Robin Hicks 22 Mar 13

Hi Wil,

Thanks for spotting the headline typo blooper. Now fixed.

Cheers,
Robin – Mumbrella

Tim 22 Mar 13

Hi Nate,

We’re experiencing a pretty large influx of traffic from the US since our launch during Miami Music Week and it’s sending some stress through the local and globalised versions of the site. We expect it to settle down within the next 12 to 24 hours so keep checking back on the site and we’ll be back to normal before long. Thanks.

Tim.

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IanWil 22 Mar 13

Your mum is a mumbrella.

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Kelly 22 Mar 13

Congratulations to the ITM guys!

As a long-time user and one-time contributor to the site, I can honestly say they’re some of the nicest, hardest working people in digital.

Exciting stuff – I wish them every success!

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Nate 22 Mar 13

@Tim, hopefully you sort it soon because your existing users (the ones who’ve been around since 2000) may not be able to currently log in but at least they’ll stick around, the potential new ones aren’t going to be returning to a site that doesn’t work.

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Ruhfus 22 Mar 13

@Nate @disappointed @tallpoppy there are always teething issues when you launch a new site. They will get sorted out. People are interested in the content and doubtless the content will be great.

Instead of bitching about a few broken links, why don’t we show some support and encouragement for some Aussies who are brave enough to venture to the US.

Well done, all the best with the launch.
R

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Sudeep 29 Mar 13

Congrats guys. Great work…

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