There’s a long history of companies encouraging stars to set up their own online networks rather than just relying on platforms from MySpace to Facebook. Whalerock is the latest. It’s working with clients including rapper Tyler, the Creator, DJ Howard Stern and the Kardashians to launch their own web and mobile apps offering 

“music, video, exclusive photos, interviews, merchandise, games and other ‘premium’ content” according to the New York Times. Whalerock boss Lloyd Braun says his company isn’t a threat to its clients’ existing media deals (e.g. Sony Music in the case of Tyler). “We are well aware that current business deals exist, and we respect them. Done right, we are going to show how premium artists who want to control their media life and engage directly with their audiences can work synergistically with traditional media, resulting in a better business for everybody…”

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