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Machine Shop co.
Machine Shop co. (commonly called Machine Shop or Linkin Park Inc.) is an American entertainment company that markets itself as a venture capital firm, event provider, supporter and lifestyle company. It was started as a music company by Linkin Park bandmates Mike Shinoda and Brad Delson in December 2012. Later on, it became a venture capital firm in January 2015. It was established as a joint company of music companies, "Chesterchaz Publishing" (Chester Bennington), "Big Bad Mr. Hahn Music" (Brad Delson and Joe Hahn), "Nondisclosure Agreement Music" (Dave Farrell), "Rob Bourdon Music" (Rob Bourdon) and "Kenji Kobayashi Music" (Mike Shinoda). In an independent study released on August 14, 2015, CB Insights recognized Machine Shop as the seventh most invested company by any celebrity. The company reached the mark due to major investments in Lyft, Blue Bottle Coffee Company and Shyp.
Mike Shinoda founded the music company to make the company one of the parent companies of Machine Shop Records with Access Industries and Warner Bros. The company made its first appearance in 2013, when it was an event provider for Concert for Philippines. The company was later a supporter for the online-based game LP Recharge and produced its first musical work in the form of Recharged as a parent company. In December 2013, the company had partnered with Japanese company BeatRobo to provide a platform known as PlugAir, but the software gained popularity in Asia when Hamasaki Ayumi released two hit singles, "Terminal" and "XOXO", on the PlugAir platform.
When the North American leg of Linkin Park's The Hunting Party Tour was cancelled, the free time was utilised for thinking about the venture. On January 1, Shinoda and the band opened Machine Shop Ventures, part of the same Machine Shop brand that houses the rest of the band's empire. Mike and Brad went to visit Y Combinator, the influential startup incubator, where they met with Michael Seibel, cofounder of Justin.tv and a partner at YC. Seibel spent much of his time giving Shinoda and co. a crash course in startup investing 101: equity vs. convertible notes, the average size of an angel investment, what he calls the "norms". Seibel explained the experience as,
To me, it was impressive in and of itself that they came up here and spent the time to dig in, as opposed to the first move being to cut a check. The band seemed to internalize that message. Rather than invest their considerable resources in a mishmash of businesses, they focused on startups that reflected their personal interests — areas like stock picking, which Shinoda has done since buying Apple. Hence the investment in Robinhood, a stock trading app that waives all fees to compete with E-Trade.
— Michael Seibel
Later the band had meeting with Anita Elberse and three of her students at Harvard Business School. The band learned that they need to build a diverse "brand ecosystem" and "diversify revenue streams" across several businesses to reduce financial risk in case something doesn't stick. The Harvard study also suggest that the band "partner with a broader community or network of global influencers to remain tapped into bleeding-edge cultural trends." This later provided the company to team up with new partners such as Lyft, Blue Bottle Coffee Company, and Shyp, and old partners such as BeatRobo, Open Labs, and Turnstile.
The company's goal for the event was to design identity for Music for Relief's Concert for the Philippines. It designed Concert for the Philippines branding, resulting in $500K raised for Typhoon Haiyan disaster relief. It also crafted look and feel of entire event from fliers to stage design, signage and live TV broadcast. The company Created exclusive concert for the Philippines memorabilia including gold bracelet, poster and apparel. It worked with artists like Linkin Park, Bad Religion, American rock band Heart and The Offspring in the event.
The company had set a goal of rebranding the festival to appeal to a younger, more informed demographic. There was a creative brand identity for entire music festival. It consulted Music for Relief on festival on booth activation, resulting in 3x increase in funds raised.
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Machine Shop co.
Machine Shop co. (commonly called Machine Shop or Linkin Park Inc.) is an American entertainment company that markets itself as a venture capital firm, event provider, supporter and lifestyle company. It was started as a music company by Linkin Park bandmates Mike Shinoda and Brad Delson in December 2012. Later on, it became a venture capital firm in January 2015. It was established as a joint company of music companies, "Chesterchaz Publishing" (Chester Bennington), "Big Bad Mr. Hahn Music" (Brad Delson and Joe Hahn), "Nondisclosure Agreement Music" (Dave Farrell), "Rob Bourdon Music" (Rob Bourdon) and "Kenji Kobayashi Music" (Mike Shinoda). In an independent study released on August 14, 2015, CB Insights recognized Machine Shop as the seventh most invested company by any celebrity. The company reached the mark due to major investments in Lyft, Blue Bottle Coffee Company and Shyp.
Mike Shinoda founded the music company to make the company one of the parent companies of Machine Shop Records with Access Industries and Warner Bros. The company made its first appearance in 2013, when it was an event provider for Concert for Philippines. The company was later a supporter for the online-based game LP Recharge and produced its first musical work in the form of Recharged as a parent company. In December 2013, the company had partnered with Japanese company BeatRobo to provide a platform known as PlugAir, but the software gained popularity in Asia when Hamasaki Ayumi released two hit singles, "Terminal" and "XOXO", on the PlugAir platform.
When the North American leg of Linkin Park's The Hunting Party Tour was cancelled, the free time was utilised for thinking about the venture. On January 1, Shinoda and the band opened Machine Shop Ventures, part of the same Machine Shop brand that houses the rest of the band's empire. Mike and Brad went to visit Y Combinator, the influential startup incubator, where they met with Michael Seibel, cofounder of Justin.tv and a partner at YC. Seibel spent much of his time giving Shinoda and co. a crash course in startup investing 101: equity vs. convertible notes, the average size of an angel investment, what he calls the "norms". Seibel explained the experience as,
To me, it was impressive in and of itself that they came up here and spent the time to dig in, as opposed to the first move being to cut a check. The band seemed to internalize that message. Rather than invest their considerable resources in a mishmash of businesses, they focused on startups that reflected their personal interests — areas like stock picking, which Shinoda has done since buying Apple. Hence the investment in Robinhood, a stock trading app that waives all fees to compete with E-Trade.
— Michael Seibel
Later the band had meeting with Anita Elberse and three of her students at Harvard Business School. The band learned that they need to build a diverse "brand ecosystem" and "diversify revenue streams" across several businesses to reduce financial risk in case something doesn't stick. The Harvard study also suggest that the band "partner with a broader community or network of global influencers to remain tapped into bleeding-edge cultural trends." This later provided the company to team up with new partners such as Lyft, Blue Bottle Coffee Company, and Shyp, and old partners such as BeatRobo, Open Labs, and Turnstile.
The company's goal for the event was to design identity for Music for Relief's Concert for the Philippines. It designed Concert for the Philippines branding, resulting in $500K raised for Typhoon Haiyan disaster relief. It also crafted look and feel of entire event from fliers to stage design, signage and live TV broadcast. The company Created exclusive concert for the Philippines memorabilia including gold bracelet, poster and apparel. It worked with artists like Linkin Park, Bad Religion, American rock band Heart and The Offspring in the event.
The company had set a goal of rebranding the festival to appeal to a younger, more informed demographic. There was a creative brand identity for entire music festival. It consulted Music for Relief on festival on booth activation, resulting in 3x increase in funds raised.