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Edition: U.S. Article Comments (0) Save Email Print Reprints Most Popular Most Shared Wal-Mart to slash grocery prices 19 Mar 2010 House Democrats see momentum on health bill | Video 19 Mar 2010 US states sue EPA to stop greenhouse gas rules 19 Mar 2010 Putin offers U.S. hints of support 19 Mar 2010 Court says no oil money for Anna Nicole's heirs 19 Mar 2010 New password-stealing virus targets Facebook 17 Mar 2010 Wal-Mart to slash grocery prices 19 Mar 2010 SCENARIOS-Fed to tread lightly, verbosely, toward exits 24 Feb 2010 US states sue EPA to stop greenhouse gas rules 19 Mar 2010 Insurer targeted HIV patients to drop coverage 17 Mar 2010 Bands explore promo potential of Chatroulette Antony Bruno Fri Mar 19, 2010 9:17pm EDT DENVER (Billboard) - In the promotional run-up to the April 13 release of its new album, Ohio experimental rock group Foxy Shazam tapped a curious outlet to promote the release: Chatroulette. Entertainment | Music | Lifestyle The Russia-based online chat site connects users around the world for one-on-one video sessions. The connections are random, so there's no way to select a specific partner. And a "next" button enables users to skip to the next selection. Foxy Shazam previewed its entire self-titled Warner Bros. album March 8-13 on Chatroulette. The feed, which ran in a loop over a webcam, consisted of a stream of the album and the set's cover art with a text overlay of the release date. It doesn't sound like the most efficient way to promote new music, and Warner Bros. senior vice president of new media Jeremy Welt agrees. But efficiency, he says, wasn't the point. Foxy Shazam wanted to be part of a buzzworthy venue in order to introduce itself to new fans, he says. Launched in November, Chatroulette has quickly become an Internet sensation. Unique U.S. visitors to the site surged to 960,000 in February from 109,000 in January, according to comScore. "It's a meme right now," Welt says. "It fits in with who these guys are. It's kind of wild and crazy. It's very rock 'n' roll when they want to go do stuff like this ... It's not always about practicality." Foxy Shazam isn't the only band that feels this way. On March 12, Toronto group Holy F--k used Chatroulette to announce the May 11 release of its new album, "Latin." The first single streamed over an image of a placard listing the band's name, the title of the song and album and a link to its Web site. Portland, Oregon, indie outfit the Nurses performed live on Chatroulette earlier in the month, setting up 15 webcams to increase the likelihood that users would happen upon their performance. GETTING NOTICED At this stage, the biggest upside for artists using Chatroulette is the press coverage it generates. Welt declines to reveal the number of users that tuned in to the Foxy Shazam stream, or for how long each user stayed on, but he was quick to mention a dozen blog posts written about the stunt. "It got them exposure, so it feels like it's been a cool thing for them," he says. But the need for interesting content on Chatroulette does offer the opportunity for something more. Its relatively large user base offers artists using the service to promote their music the chance to capture the attention of new fans. Adding a content filter so users could direct their random connections within a shared interest would make that even easier. Improvements to the site could be on the way: Chatroulette's 17-year-old founder, Andrey Ternovskiy, told Germany's Spiegel Online that he has received 200 e-mails from Silicon Valley venture capitalists who want to invest in the fledgling service. Although U.S. venture capitalist sources tell Billboard they aren't aware of any investors with serious interest in Chatroulette, an initial funding round could quickly elevate Ternovskiy's hobby to a potential business. Or it could just prove to be another flash in the pan. For label executives like Welt, the difference between the two will determine whether it's a one-off PR gimmick or a sustainable platform. "I don't think we'll do it forever, and I don't think that based on this one test we'll start doing it for every band," he says. "But as long as there continues to be a cool buzz around it, there's more things that can be done with it." Entertainment Music Lifestyle Add a Comment More from Reuters States take aim to block plan As the Congress once again rallies to pass healthcare reform legislation, momentum is growing in many states to pass laws to block the changes. Full Article Factbox: States and healthcare reform Factbox: Winners and losers in House healthcare bill Healthcare Reform Healthcare Reform: Momentum on healthcare bill Democratic leaders pushed undecided House members for support and voiced growing confidence they will win a close vote on the sweeping overhaul. Full Article | Video What does reform mean for Obama? Graphic: Projected effects of reform Document: Amended health bill Healthcare Reform John Kemp: Be careful what you wish for The yuan debate is exposing dangerous illiteracy among policymakers: Despite the jobs boost for Americans, it would also cut our living standards. How? Commentary China tries to cool U.S. yuan dispute Factbox: Hints of divisions in China Currencies © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Analyst Research Mobile Newsletters RSS Podcasts Widgets Your View Labs Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. 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