Into-it launches game-changing music discovery tool with leading music companies

Into-it launches game-changing music discovery tool with leading music companies and online publishers including the Independent, Rough Trade, Domino Records and Gilles Peterson’s We Out Here festival

Into-it’s Chrome extension transforms news websites for music fans by replacing banner ads with personalised notifications, keeping fans up-to-date on their favourite artists' latest singles, albums, merchandise and tours so they never miss a beat

www.into-it.co.uk

Into-it, a UK-based technology company, launched its Chrome browser extension today with online publishers The Independent and The Guardian and a selection of music companies including Rough Trade, Cooking Vinyl, Domino Recording Company, Brownswood Recordings, Marathon Music Group and Gilles Peterson’s We Out Here festival. 

Founded by serial UK internet entrepreneur Lee Henshaw, Into-it's solution introduces a complementary approach to online advertising based on the idea of the intention economy, with music fans revealing the music they’re into so that music companies can serve them notifications that are expected and welcome.  

Oliver Wheatley, Commercial Director at The Independent, commented: "We're excited to partner with Into-it on this music discovery solution. At The Independent, we're committed to offering value and effectiveness through innovation to our commercial partners, while continually improving reader experience, and this is what has motivated our decision to work together.” 

Richard Reeves, Managing Director of the Association of Online Publishers (AOP), has endorsed the initiative: "Into-it represents an exciting innovation in digital publishing. By enhancing the user experience while creating new commercial opportunities for publishers and the music industry, this technology offers a fresh approach to digital engagement. The collaborative approach they've taken, working closely with publishers to establish best practices, is exactly the kind of partnership model we need to see more of in the digital ecosystem." 

Charlie Sinclair-Sanders, Paid Search and Acquisition Manager at Rough Trade, said: "We have always valued authentic connections with music fans, and Into-it's approach offers us a meaningful new channel for notifying fans about new albums by artists they love in a way that enhances their online experience.” 

"The artists performing at We Out Here include Carl Craig, Michael Kiwanuka, Pa Salieu, Noname, Nala Sinephro and Kokoroko, so connecting with genuine music fans is essential," comments Josh Aitman, Marketing Manager at We Out Here Festival. "Into-it gives us a powerful new channel to reach fans specifically interested in these artists when they're browsing their favourite news sites, while letting us test different messaging around our ticket options to see which resonates best with potential festival-goers." 

“There’s no single path to building an engaged fanbase, which makes audience discovery one of the biggest challenges for an independent music company like ours,” comments Leslie Gilotti, Streaming & Commercial Strategy at Marathon Music Group. “For artists like BODUR and HotWax, it’s crucial to connect with the right listeners in the right spaces. Platforms like The Guardian and The Independent attract a musically discerning audience, and Into-it’s model provides us with a unique additional tool to amplify our efforts across our diverse roster of artists, helping us refine our strategy, reach targeted fans and strengthen brand recognition at the top of the funnel.” 

"We're excited to partner with Into It on The Darkness' new album Dreams On Toast. They've provided a valuable opportunity to amplify our advertising reach, connecting with music fans through publications like The Guardian and The Independent. In today's highly fragmented media landscape, this is essential," says Manolo López, Head of Digital at Cooking Vinyl.