Urban Outfitters Get Amplified

Not content with losing their musical side with the closure of their in-store record shop chain Carbon just over a year ago, quirky clobber retailers Urban Outfitters have decided to launch their own on-line digital music store – Urbanamplified.com. Not only will the site offer high quality MP3s but also a wide range of videos to watch including single videos, footage from live performances, DJ sets, animations & anything music related. As well as the big stuff, Urbanamplified will be looking to create a bed of fresh talent, hosting music by new & breaking acts, including unheard of & unsigned acts who, as Urbanamplified put it, have only just finished recording a track in their bedroom. Moreover, as a crowd who’re always looking to be a little different from the rest of the pack, Urban Outfitters have gone for an “anti-genre categorisation” of their music on sale by simplifying & creating four of their own categories to chose from; Guitars (rock’n’roll/indie/punk/metal), Dance (everything electronic, an obvious one really!), Chill-Out (exactly what is says on the box, and also including world & folk music) and lastly Urban (all things hip-hop/funk/soul & disco etc.). It’s certainly an ambitious & exciting move for Urban Outfitters. With the ever increasing competition in the on-line music download world, and with the already strongly established and densely catalogued stores like Itunes & Beatport, it will be interesting to see how urbanamplified fares in grabbing & holding onto its, you could well say, ‘fickle’ target audience, not to mention keeping up to speed with the big cats in the game. You can check out the site here and register to pick yourself up 10 free downloads of the music of your taste www.urbanamplified.com