The PCD Music Lounge, San Francisco start-up Doppelganger‘s virtual nightclub for teens, opens to the public today. No subscription fee. Instead, the company is counting on three primary revenue streams: advertising, downloads/CD sales and the sale of virtual items like clothes. This first venture is a good example: the featured entertainers are a real band, The Pussycat Dolls, from first advertiser Vivendi Universal’s Innerscope Records.
CEO Andrew Littlefield told BW he’s pitching ad packages from $25,000 to $3 million; the high end would be for building a world around the brand.
The site is integrated with AIM and its Buddy List using the new Open AIM, which allows customized clients.
SiliconBeat: There are deals with other bands, as well. … Doppelganger has raised $11million in two rounds, including investments from Draper Fisher Jurvetson and Trident Capital.
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