On November 1st DMX Inc. announced their official partnership with Pandora Radio—one of the most popular personalized internet radio stations in the world. But most people know what Pandora is, but what is DMX?
DMX Inc. (not to be mistaken with the multiplatinum American rapper Earl Simmons), is a company that creates audio, video, and sensory hardware for businesses spanning from restaurants, retail, or even offices.
What you really need to know is that when you are walking through PacSun or dining with your parents at the local Applebee’s—that music you're hearing is coming from audio equipment built and customized by DMX.
Under federal copyright law, it is illegal to play unlicensed songs in a business. Just the simple act of plugging your iPod into your store's stereo system could result in enormous fines. The reason? The shift of technology has forced the entire music industry to become more economically creative. They have to get paid somehow and in lieu of doing a thirty second McDonald's spot, the simple answer is royalties. Due to the complexity of music licensing, rare is the store owner who has the time, inclination or even the know-how to license their own music. DMX does this for them at an affordable rate and custom tailors their specific style to whatever the store's visionary desires.
DMX teams up with Pandora, so what? This is huge! This partnership opens a door to a vast amount of music selections. Everyone wins—the business owner, the artist, and all of us.
“No really, what does this have to do with me?”
Are you a business owner? While visiting Maui, I went to this charming little café. It was different. Naked plastic dolls, vintage polaroids, and an abundance of other random items dangled from the walls and ceilings. Visually, it was quite offbeat, but I mainly remember the music. They blasted Jamaican techno-world music open to close, cultivating this inevitable euphoric feeling that flooded through me, gently reminding me that I was on vacation. I will forever associate that style of music with the memory of Maui, Mai-Tais, and that charming little café. Music makes your business unique.
DMX has done an admirable job in offering their clients a considerable selection of music, but what makes a company great is having a good ear and a progressive intuition. Their clients wanted Pandora and they knew why: Pandora had accomplished access to not only a larger selection of artists, but some of the most “hard to get” artists. Let's just say, Dmx has finally acquired the key to the magisterial Pandora's box (of music).
“Well, I'm not a business owner.....”
Ok, it's not only your girlfriend's birthday, but the first birthday you two love birds are celebrating together. The pressure is on. The mall is absolutely terrifying and you haven't stepped foot in one since 2006. You're panicking as you draw near the entrance. You've made it to the store, but you're out of breath from leaping over strollers and shoving yourself in between abnormally large framed men... and women. Then you hear it. It's your favorite song, and the pressure of the moment just melts away as you sway to those dulcet tones. When you're in a stressful or equally awkward situation, hearing your favorite song can not only rescue you, but empower you to push forward and give your girlfriend the greatest birthday ever. With Pandora's boundless canon surging through DMX's multimedia powerhouse. May the force be with you.
There is an enormous amount of research on how music effects the psyche. This partnership is going to connect you more than ever to your favorite shops and restaurants. Wouldn't it be great if we could hear our favorite music everywhere we go?
