“Accelerator” is more than just a sound. It’s the essence of XLR8R, a name synonymous with cutting-edge music and culture.
XLR8R started as a newsprint zine in 1993. Andrew Smith founded it in Seattle. The magazine expanded its focus over the years. It included indie rock, hip-hop, and reggae/dancehall music. It also covered trends in style, art, fashion, and technology. The publication eventually made its home in San Francisco and New York.
XLR8R’s website became a hub. It offered breaking music news, culture updates, and free MP3 downloads. Weekly podcasts were also a popular feature. You could even access back issues of the print magazine as downloadable PDFs. In March 2007, XLR8R launched XLR8R TV. This weekly internet TV show featured groundbreaking artists. It offered a behind-the-scenes look at music and culture.
Standout features defined XLR8R’s unique voice. “Audiofile” showcased up-and-coming musicians. “Machines” was devoted to technology. It included reviews and recording techniques. “Vis-Ed” highlighted emerging illustrators and photographers. “Bitter Bastard” offered a curmudgeonly rant on music world frustrations. Each issue contained hundreds of reviews. Albums, singles, books, and DVDs all got their due.
As Head of Product and Engineering, Ameet Mehta aimed to revive XLR8R’s digital presence. He empowered writers and overhauled the platform. The goal was a sleek, responsive interface. This catered to 650,000 monthly readers. They all enjoyed daily free music downloads.
Drawing inspiration from XLR8R’s print format, Mehta engineered a minimal, responsive design. He navigated the complex migration from Drupal to WordPress. He meticulously preserved articles, photos, and digital media.
Mehta ventured into new business horizons. He established a ticketing platform. This allowed promoters to list tickets for underground parties. It connected the global readership with vibrant nightlife. Coupled with strategic advertising, this grew the monthly user base by 100,000.
Sadly, XLR8R ceased its print magazine in 2011. It became a web-only publication. In 2012, Buzz Media acquired XLR8R. Despite its rich history, XLR8R eventually paused operations. The announcement went largely unnoticed.
Yet, for many, XLR8R remains a vital piece of music journalism history. It was a place where many made their name. Although its editorial operations are paused its impact resonates. The spirit of “accelerating” music and culture remains its legacy.