The Velvet Rope Effect: Making something seem exclusive can be a good way to make it popular. It’s the velvet rope mentality: “if not everyone is allowed in, it must be a cool place, and I want to be cool, so I want to get in.” It looks like a lot of tech startups are trying out this velvet rope strategy to help create buzz and demand for their new products, platforms and sites. For example, Spotify just launched in the U.S., first with a free invitation-only version, and SocialCam, a mobile app for sharing videos with friends, released invites using a tiered system. The question is whether or not popularity and customer loyalty remain once the allure of exclusivity is gone. NYT
Music Industry Today: Singer/songwriter St. Vincent’s new album Strange Mercy doesn’t come out until September, but fans can tweet using the hashtag #strangemercy to unlock a track and a series of videos on a dedicated website. I like some of her stuff, but I’m not really into these kinds of social media gimmicks.The Digital Age has changed a lot about the music industry, as many struggling musicians will tell you. It’s standard practice nowadays for artists and bands to have a social media presence; well, to be more precise, it’s pretty much necessary (unfortunately). How do you feel about musicians’ social media efforts? Do you like these extras that artists offer via social media sites? Mashable
Owling the New Planking: Ugh, here’s another stupid viral trend: owling. AllFacebook
Video of the Day: The Murdoch shaving cream pie incident.
Tumblr of the Day: Check out this Tumblr that collects shots of the final shot from all kinds of movies. Do you recognize them without looking at the title? The Final Image
More in Media

From sidelines to spotlight: Esports events are putting creators center stage
Esports events’ embrace of content creators reflects advertisers’ changing priorities across both gaming and the wider culture. In the past, marketers viewed esports as one of the best ways to reach gamers. In 2025, brands are instead prioritizing creators in their outreach to audiences across demographics and interest areas, including gaming.

Condé Nast and Hearst strike Amazon AI licensing deals for Rufus
Condé Nast and Hearst have joined the New York Times in signing a licensing deal with Amazon for its AI-powered shopping assistant Rufus.

Media Briefing: AI payouts may be entering a new era
AI compensation is evolving — and new models, not just publisher demands, are driving the shift beyond flat-fee licensing.