The popular online jukebox 22Tracks from the Netherlands aims to expand to 22 other countries. In Brussels, the music platform also already launched.

So what does 22Tracks offer? The name already says it: there are 22 daily playlists available of 22 different genres, each with 22 songs. These songs are chosen by DJs who are experts in each genre.

How does the site generate revenues? Their business model is focused on advertising and they make use of it in a smart way. A company may ask for a ‘branded playlist’. This means that on the playlist the trademark of the company can be promoted and "a bit of brand awareness is created," founder Gilles de Smit says. The costs thereof are between 4,000 and 5,000 euro’s per week. 

Furthermore, De Smit explains that only new (trendy) music is presented by the DJs, which makes 22Tracks an important promotional tool for the music industry. De Smit also explains that it is difficult for each country to deal with the rights separately, due to the fact that each country has its own collective management organization (such as in the Netherlands the Buma/Stemra). For quite sometime now there is a debate going on about creating one collective management organization for all the European countries. 

Reference: Emerce.nl