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Seattle's Sub Pop Embraces Online Radio

The Seattle-based independent record label Sup Pop has recently announced its partnership with audio network TuneIn for its very own radio channel.

"Sub Pop fans should listen and follow our channel at Content will be programmed by the label, with radio shows like Sub Pop Rock City, Behind The Garage, Subterranean Pop, our "Beginners Guide" playlists and artist specific shows from the likes of Shabazz Palaces, Luluc, Lee Bains III & The Glory Fires, clipping., and many more to come," the label said in a statement.

"Our very own radio channel! Can you imagine the possibilities?" Sub Pop said.

The statement cited TuneIn as having 50 million active monthly users and 100,000 radio stations, in addition to more than four million on-demand programs.

"TuneIn has already launched with hundreds of content partners, such as CNN, CBS Radio, ESPN Radio, The Wall Street Journal, NPR, Slate, The Weather Channel, Complex Media, and Lexus," it said.

The Seattle Times said artists whose songs are played through the station will receive royalties while the label itself can earn advertising revenue.

Just a couple of days after the announcement, Sub Pop was able to gather as much as 3,200 followers.

Although an independent record label, Sub Pop has gained popularity over the years for first signing Nirvana, Soundgarden, Mudhoney and other "grunge" bands.

Because of its low cost and revenue options, a lot of media and music networks have been launching their own channels on online radio sites.

Even established companies have been signing up to further increase their reach, especially among the younger generation of listeners who tend to prefer online streaming.

Media networks like BBC, Aljazeera, ESPN, Reuters, CNBC, Fox and Sky Sports have already partnered with Audioboom Group PLC (BOOM.L), which operates the social media platform Audioboo.

Audioboo, which h as 2.5 million subscribers and 13 million monthly active users, allows people to upload and share their audio clips featuring spoken word content.

For the past years, Audioboom has been positioning itself as a leader in spoken word content. Its thousands of channels offer user access to news reports, live sports broadcast, audiobooks and podcasts.

The London-based company has recently opened new offices in New York and Australia because of its continued expansion. In 2013 alone, its audience based increased by 130 percent.

Audioboom now trades at the London Stock Exchange and has been on an upward incline since May. It closed at 6.12p on July 4.