By Jennifer Winger on Jun 05, 2008
Yesterday, Last.fm announced a major expansion to its “offsite community” strategy by partnering with a range of social networks and other online destinations to distribute the site’s ad-supported streaming radio service.
Dubbed “Last.fm in a Box”, the service will be made available to “multiple online platforms”, including Bebo, Billboard.com, Break Media, CBS Television Stations, CBS Affiliates, eMusic, Frengo, Gigya, iGoogle, Live Nation, Meebo, MP3.com, Netvibes, Ning, Pageflakes, Photobucket, Piczo, Six Apart, Stardoll, WAYN.com and WordPress.com, according to the press release. Although none of the partner efforts are yet to go live — since the ink has only just dried — I read that each ‘Last.fm in a Box’ offering will be customized and integrated into partner sites “in a bespoke manner”. In other words, ‘Last.fm in a Box’ is both a strategy and a platform (backed up by a bunch of APIs), rather than simply a one size fits all widget.