Machine Shop co.

Last updated
Machine Shop co.
Industry Entertainment
Founded2012;12 years ago (2012)(as company)
2015;9 years ago (2015)(as Venture Capital)
Founder Linkin Park
Headquarters
Beverly Hills, California
,
United States
ProductsVideo games, Music industry, Ventures
Website Machine Shop co.

Machine Shop co. (commonly called Machine Shop or Linkin Park Inc.) is an American entertainment company that markets itself as a venture capital firm, event provider, supporter and lifestyle company. It was started as a music company by Linkin Park bandmates Mike Shinoda and Brad Delson in December 2012. Later on, it became a venture capital firm in January 2015. It was established as a joint company of music companies, "Chesterchaz Publishing" by "Chester Bennington", "Big Bad Mr. Hahn Music" by "Brad Delson" and "Joe Hahn", "Nondisclosure Agreement Music" by "Dave Farrell", "Rob Bourdon Music" by "Rob Bourdon" and "Kenji Kobayashi Music" by "Mike Shinoda". In an independent study released on August 14, 2015, CB Insights recognized "Machine Shop" as the seventh most invested company by any celebrity. [1] The company reached the mark due to major investments in "Lyft", "Blue Bottle Coffee Company" and "Shyp". [2]

Contents

History

2012-2014: Founding

Mike Shinoda founded the music company to make the company one of the parent companies of Machine Shop Records with Access Industries and Warner Bros. The company made its first appearance in 2013, when it was an event provider for Concert for Philippines. The company was later a supporter for the online-based game LP Recharge and produced its first musical work in the form of Recharged as a parent company. In December 2013, the company had partnered with Japanese company BeatRobo to provide a platform known as PlugAir, but the software gained popularity in Asia when Hamasaki Ayumi released two hit singles, "Terminal" and "XOXO", on the PlugAir platform.

2015-Present: Ventures

When Linkin Park's The Hunting Party Tour-American leg was cancelled, the free time was utilised for thinking about the venture. On January 1, Shinoda and the band opened Machine Shop Ventures, part of the same Machine Shop brand that houses the rest of the band's empire. [3] Mike and Brad went to visit "Y Combinator", the influential startup incubator, where they met with Michael Seibel, cofounder of Justin.tv and a partner at YC. Seibel spent much of his time giving Shinoda and co. a crash course in startup investing 101: equity vs. convertible notes, the average size of an angel investment, what he calls the "norms". [4] Seibel explained the experience as,

To me, it was impressive in and of itself that they came up here and spent the time to dig in, as opposed to the first move being to cut a check. The band seemed to internalize that message. Rather than invest their considerable resources in a mishmash of businesses, they focused on startups that reflected their personal interests — areas like stock picking, which Shinoda has done since buying Apple. Hence the investment in Robinhood, a stock trading app that waives all fees to compete with E-Trade.

— Michael Seibel

Later the band had meeting with Anita Elberse and three of her students at Harvard Business School. The band learned that they need to build a diverse "brand ecosystem" and "diversify revenue streams" across several businesses to reduce financial risk in case something doesn't stick. The Harvard study also suggest that the band "partner with a broader community or network of global influencers to remain tapped into bleeding-edge cultural trends." This later provided the company to team up with new partners such as Lyft, Blue Bottle Coffee Company, and Shyp, and old partners such as BeatRobo, Open Labs, and Turnstile. [5] [6]

Events

Concert for the Philippines

The company's goal for the event was to design identity for Music for Relief's 'Concert for the Philippines. It designed Concert for the Philippines branding, resulting in $500K raised for Typhoon Haiyan disaster relief. It also crafted look and feel of entire event from fliers to stage design, signage and live TV broadcast. The company Created exclusive concert for the Philippines memorabilia including gold bracelet, poster and apparel. It worked with artists like Linkin Park, Bad Religion, American rock band Heart and The Offspring in the event. [7]

Sunset Strip Music Festival

The company had set a goal of rebranding the festival to appeal to a younger, more informed demographic. There was a creative brand identity for entire music festival. It consulted Music for Relief on festival on booth activation, resulting in 3x increase in funds raised. [8]

The Mall art show

In 2014, Machine Shop worked with Red Bull and Good Smile company and put up an art show named as "Beast Astray", an art exhibit inspired by the motion picture, Mall. [9]

BAPE

The company collaborated with A Bathing Ape for support of Linkin Park's Asia tour. They collaborated with Warner Bros. Japan to promote Linkin Park's DVD release.As a result, they sold out all three models of custom, co-branded T-shirts. They generated region specific press in East Asia.

Sebago event activation

The company collaborated with Sebago to design a boot inspired by Linkin Park tour crew. The event took place at Reed Space in New York City.

Other works

PlugAir

PlugAir is a software platform created by the company as a solution to combat copyright infringement. They partnered with Japan-based cloud storage startup, rebranding it to increase brand awareness in non-Japanese markets. They redesigned PlugAir device and packaging. It also facilitated distribution of 5,000+ units to the Link Park community and created video content for marketing and promotional purposes. They accompanied CEO to WebSummit in Dublin to present to potential investors and partners. [10]

They recently collaborated with Beatrobo to release Hamasaki Ayumi's two hit singles Terminal and XOXO on the PlugAir platform. [11]

Infinity

The company collaborated with Harman International Industries to invigorate the Infinity brand through the design and launch of a new line of audio products. A 2014 documentary film, The Distortion of Sound , which features Shinoda, was also released in support of Infinity. They announced partnership at CES 2014 and designed Infinity One portable speaker with Harman International's Hong Kong based creative studio. They also won CES 2014 Innovations Design Award for the work done for music. They consulted kbs+ and Edelman on marketing/PR rollout plan. [12]

Project Spark

The company collaborated with Microsoft to utilize the new Xbox gaming engine to create the first-ever custom Project Spark music video for Linkin Park's Guilty All The Same single release. It worked closely with Microsoft game development team, Project Spark, to modify the Project Spark creative tool kit. They generated over 2.7 million YouTube views. They featured "Guilty All The Same" on the Xbox home page to release the video.They created an in-game crowdsourcing experience of "remixing" song stems.

686

The company collaborated with a snowboard brand 686 to develop a new snowboard jacket concept. They managed seamless collaboration with 686 Mike Shinoda. It also designed textile pattern swatch and apparel design. Joe Hahn of Linkin Park helped in film content direction and production. Video content and behind-the-scenes interview series featured on influential culture site Hypebeast. Sold out snowboard jacket at online portal for major distributor Zumiez. [13] [14]

LPBLKMRKT

The company collaborated with Square and developed a nontraditional way to launch The Hunting Party album and expand the merchandise retail operation.

Toon Workshop

The company collaborated with Japanese audio manufacturer Fostex and toy conglomerate Good Smile to develop new audio device brand platform. It advised on industrial design of headphone product and conducted US market competitive analysis of audio landscape analysis. They developed go-to-market strategy. [15]

Power the World

Power the World is an organization founded by Linkin Park. The goal of the company was to create awareness for Linkin Park's clean energy initiative in partnership with the United Nations Foundation. They designed new website to effectively communicate Power The World's mission. It also created cohesion among all social media assets. It again coordinated production of Power the World video commercial, "The Story of Imani" which got 51k+ YouTube Views. [16]

LP Recharge

LP Recharge is a Facebook game created by Kuuluu Interactive Entertainment. the goal of the company in distribution of game was to drive awareness and gameplay of LP RECHARGE Facebook game, released in line with the launch of the single A Light That Never Comes , Linkin Park's collaboration with Steve Aoki.

Immortals

Immortals is an esports/competitive video game team that was created in 2015 and funded by a group of investors that included Machine Shop co. [17] The team currently plays in the League of Legends Championship Series North America after purchasing Team 8. [18]

Crew and employees

Related Research Articles

<span class="mw-page-title-main">Linkin Park</span> American rock band

Linkin Park is an American rock band from Agoura Hills, California. The band's lineup consists of vocalist/rhythm guitarist/keyboardist Mike Shinoda, lead guitarist Brad Delson, bassist Dave Farrell, DJ/turntablist Joe Hahn and drummer Rob Bourdon, with vocalist Chester Bennington also part of the band until his death in 2017. Vocalist Mark Wakefield was an early member prior to Bennington's recruitment. Categorized as alternative rock, Linkin Park's earlier music spanned a fusion of heavy metal and hip hop, while their later music features more electronica and pop elements.

<span class="mw-page-title-main">Mike Shinoda</span> American musician (born 1977)

Michael Kenji Shinoda is an American musician, singer, rapper, songwriter, and record producer. He co-founded the rock band Linkin Park in 1996 and is the band's co-lead vocalist, as well as rhythm guitarist, keyboardist, primary songwriter and producer. Shinoda later created a hip-hop-driven side project, Fort Minor, in 2004. He has also served as a producer for tracks and albums by artists such as Lupe Fiasco, Styles of Beyond, and the X-Ecutioners.

<span class="mw-page-title-main">Brad Delson</span> American guitarist

Bradford Phillip Delson is an American musician best known as the lead guitarist and one of the founding members of the rock band Linkin Park.

<span class="mw-page-title-main">Machine Shop Records</span>

Machine Shop Records is a record label founded by American rock band Linkin Park members, Brad Delson and Mike Shinoda, in 2001. The label is notable for releasing music in rock, hip hop, underground hip hop, alternative rock and nu metal music amongst other genres.

<span class="mw-page-title-main">Castle of Glass</span> 2012 single by Linkin Park

"Castle of Glass" is a song written by American rock band Linkin Park for their fifth studio album, Living Things. The song was produced by co-lead vocalist Mike Shinoda and Rick Rubin. The song was released as a promotional single for Danger Close Games's 2012 release, Medal of Honor: Warfighter, as with Linkin Park's previous contribution to the Medal of Honor series, "The Catalyst". The single was released on February 2, 2013, in physical format and on March 22, 2013, it was released as a digital single on iTunes.

"I'll Be Gone" is a song by American rock band Linkin Park from their fifth studio album, Living Things. The song was written by the band and produced by co-lead vocalist Mike Shinoda and Rick Rubin. The song features strings by Arcade Fire arranger Owen Pallett. It entered the UK Rock Singles Charts at number 26 and was added to the playlist of Los Angeles modern rock station KROQ on December 5, 2012.

<i>Recharged</i> (album) 2013 remix album by Linkin Park

Recharged is the second remix album of recordings by American rock band Linkin Park. The album was released on October 29, 2013, through Warner Bros. Records and Machine Shop Recordings. It is entirely produced by Rick Rubin and Mike Shinoda. The album includes remixes of ten of the songs from the band's fifth studio album Living Things, as well as a new song, "A Light That Never Comes" with Steve Aoki, which is the album's first single, released on September 16. Recharged received mixed reviews from critics.

<span class="mw-page-title-main">A Light That Never Comes</span> 2013 single by Linkin Park and Steve Aoki

"A Light That Never Comes" is a song written and recorded by American rock band Linkin Park, and is their first collaboration with American DJ and record producer Steve Aoki. It was included on the band's second remix album, Recharged. It is the twenty-sixth single by the band. The song appears as the opening track on the album while a reboot version produced by Rick Rubin serves as the closing track. In addition to the song being released in advance when Recharged was partially released early on September 16, 2013, "A Light That Never Comes" was released to radio and made available to stream as a promotional single on digital music service Xbox Music on the same day. The CD single was released on October 11, 2013.

<i>LP Recharge</i> 2013 video game

LP Recharge, also known as Linkin Park Recharge, is a free-to-play action-puzzle game, developed by Swiss studio Kuuluu Interactive Entertainment, which is composed by American rock band Linkin Park. The game was released on September 12, 2013, as it is a current playable game on Facebook. The game is focused on solving puzzles and also attempting to raise awareness about parts of the world that don’t have reliable power.

Inside Living Things is a documentary short film by Linkin Park, released on June 19, 2012 through Warner Bros. Records and Machine Shop Records. The video was released a week before the band's fifth studio album, Living Things.

<i>8-Bit Rebellion!</i> (soundtrack) 2010 soundtrack album by Linkin Park

8-Bit Rebellion! is the soundtrack album for the online video game of the same name, consisting of songs recorded by American rock band Linkin Park. It was released on April 26, 2010 via Warner Bros. and Machine Shop and produced by Mike Shinoda. This is the fourth soundtrack released by the band. The previous soundtrack Transformers: Revenge of the Fallen – The Score, released on June 12, 2009 in the UK and June 23, 2009 in the United States, was a collaborated film score album with music composer Steve Jablonsky for the 2009 Transformers sequel Transformers: Revenge of the Fallen.

<i>The Hunting Party</i> (album) 2014 studio album by Linkin Park

The Hunting Party is the sixth studio album by American rock band Linkin Park. The album, produced by band members Mike Shinoda and Brad Delson, was released by Warner Bros. Records and Machine Shop on June 13, 2014. It is the first album since Meteora (2003) not to be produced with Rick Rubin, who produced the band's previous three studio albums. The title The Hunting Party is a contextual metaphor: Linkin Park is the party that is hunting to bring back the energy and soul of rock.

<i>Mall</i> (soundtrack) 2014 soundtrack album by Chester Bennington, Dave Farrell, Joe Hahn, Mike Shinoda and Alec Puro

Mall: Music from the Motion Picture is the original motion picture soundtrack for the 2014 American drama film Mall, consisting of songs written, recorded and performed by Chester Bennington, Dave Farrell, Joe Hahn and Mike Shinoda with Alec Puro, drummer of American industrial rock band Deadsy. It was released through Warner Bros. and Machine Shop on December 12, 2014. The soundtrack was produced by Mike Shinoda and Brad Delson, along with Rob Cavallo and Bill Boyd, who both served as executive producers.

<span class="mw-page-title-main">Darker Than Blood</span> 2015 single by Steve Aoki featuring Linkin Park

"Darker Than Blood" is a song written and recorded by American musician Steve Aoki, featuring the vocals of American rock band Linkin Park. It is the second collaboration between them, after A Light That Never Comes (2013), and is included on Aoki's third studio album, Neon Future II. The single was available for pre-order on Amazon.com. A half-minute promo of the song was made available by both Aoki and the band. The single debuted on Twitch on April 13, 2015. It was released as the second single from Neon Future II on April 14, 2015.

<i>One More Light</i> 2017 studio album by Linkin Park

One More Light is the seventh studio album by American rock band Linkin Park. It was released on May 19, 2017, through Warner Bros. Records and Machine Shop. It is the band's first album to have a title track, as they felt that the song "One More Light" was the heart of the album. It is also the last Linkin Park album to be released before the death of lead vocalist Chester Bennington on July 20, 2017, and subsequent hiatus.

<span class="mw-page-title-main">Good Goodbye</span> 2017 promotional single by Linkin Park featuring Pusha T and Stormzy

"Good Goodbye" is a promotional single by American rock band Linkin Park, featuring guest vocals from American rapper Pusha T and British rapper Stormzy. The song is a promotional single from their seventh studio album, One More Light. The song was written by Linkin Park members, with Pusha T and Stormzy writing their own verses. The song was released for download on April 13, 2017.

"Battle Symphony" is a promotional single by American rock band Linkin Park. The song was recorded by the band for their seventh studio album, titled One More Light. The song appears on the album as the fourth track. The song was written by Linkin Park members Brad Delson and Mike Shinoda. The song was released on March 16, 2017, but it was leaked some days before.

<span class="mw-page-title-main">Invisible (Linkin Park song)</span> 2017 promotional single by Linkin Park

"Invisible" is a song by American rock band Linkin Park. It was released from their seventh studio album, One More Light. The song was written by Mike Shinoda and Justin Parker. The song is sung by Mike Shinoda with Chester Bennington on backing vocals. The song premiered on May 10, 2017, at Zane Lowe's World Record show on Beats 1.

<span class="mw-page-title-main">One More Light (song)</span> 2017 single by Linkin Park

"One More Light" is a song by American rock band Linkin Park. It is the ninth and title track from their seventh studio album of the same name, as well as their last major single with longtime lead vocalist Chester Bennington. The song was co-written with Eg White and was released to US contemporary hit radio on October 3, 2017, as the album's third and final single. It is Bennington's second posthumously released single. The song is a ballad.

References

  1. ↑ Machine Shop Ventures was named a Top 10 Most Active Celebrity VC by CB Insights. Honored to be among this group of peers. Instagram . September 1, 2015. Retrieved September 26, 2015.
  2. ↑ "Linkin Park Got Business Advice From Harvard, Starts Venture Capital Firm". Billboard . Prometheus Global Media . Retrieved June 24, 2015.
  3. ↑ Seth Fiegerman Linkin Park were once angry rockers, now they're rich venture capitalists Mashable June 8, 2015. Retrieved June 12, 2015.
  4. ↑ Matt Egan Linkin Park: Rock band by night, venture capitalists by day CNN Money May 18, 2015. Retrieved June 12, 2015.
  5. ↑ Kiel Berry What Happened When Linkin Park Asked Harvard for Help with Its Business Model Harvard Business Review . JUNE 23, 2015. Retrieved September 26, 2015.
  6. ↑ Andy Meek Linkin Park bets on hybrid theory that they can be tech start-up investors, too. The Guardian
  7. ↑ Concert for the Philippines Music for Relief
  8. ↑ Guide To The 2013 Sunset Strip Music Festival
  9. ↑ Beast Astray - The Mall Art Show Facebook
  10. ↑ The birth of PlugAir Facebook
  11. ↑ Hamasaki Ayumi releases her two singles "Terminal" and "XOXO" on the PlugAir platform. Barks Japan September 18, 2014.
  12. ↑ Infinity Archived 2015-07-04 at the Wayback Machine Harman International Industries
  13. ↑ "686 X Shinoda". Archived from the original on 2015-02-18. Retrieved 2015-06-12.
  14. ↑ 686 Archived 2015-02-15 at the Wayback Machine Machine Shop Recordings
  15. ↑ Toon Archived 2015-02-15 at the Wayback Machine Machine Shop Recordings
  16. ↑ The Story of Imani YouTube
  17. ↑ Jarvey, Natalie (October 7, 2015). "Entertainment, Tech Investors Acquire ESports Franchise". The Hollywood Reporter . Retrieved November 1, 2015.
  18. ↑ Lingle, Samuel (October 7, 2015). "Meet the Immortals, the venture capital-funded esports franchise that bought Team 8's LCS spot". The Daily Dot. Archived from the original on December 22, 2015. Retrieved November 1, 2015.
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