TOTO yeah TOTO is doing cool stuff with community. I met them when we were working on the One.org stuff. Africa will be released as a mash with Apple from the Black Eyed Peas. They are in Europe right now and then Japan and the US at the end of the year.

We have an integrated sponsorship package for brands that allows both on and offline exposure. So if you know any brands interested let me know.

On a broader note the community contains many rock icons. It is called The Players Network. Because TOTO members have been on more albums than other band they have a vast social network. They have done everything from Thriller to Dune.

So they have asked their buddies to blog. Boss Scaggs and Sklar and many others have profiles. The idea is for both fans and musicians to have contact. In order to get the player you do have to pay a small fee.

The player is put together by my partner New Media Broadcast company. It is a download that lets you mash music and video in IM. So I can send you a song and you can add to it or rap over it or ad video and send it back in the player. It works something like a flash tool but it is very very easy. And fun to play with!!

We are hoping to build many more networks that include video and user generated content in this way.

To tell you the truth I am a little nervous. Do people want to talk to old Rock Stars? Will people download the player? Who mashes? My feedback from some brands is that they love the technology and the community but the demographic is too old.

I would appreciate any ideas folks had on a continued approach.