PureVolume (formerly Unborn Media) was the first independently run website of its type, allowing for the upload and stream of music files. It was created in 2003 by Jennifer Welch[1] , in conjunction with the Unborn Media team; Brett Woitunski, Nate Hudson, and Mitchell Pavao; all from the University of Massachusetts.
PureVolume is a website for the discovery and promotion of new music and emerging artists. The mission was to give artists a new promotion tool. Each artist has a profile that typically contains basic info, updates, photos, shows and music for streaming. Artists have the option of making each of their songs available for free download. Listeners and fans can also create profiles to interact with artists and each other, as well as track and share music they like. PureVolume has gone through several layout changes and a change from orange to blue in their color, however the layout from the homepage to the artist profiles has remained essentially the same since 2003. The 'facelifts' were done carefully, as to keep the site as user friendly as possible.
The focus is on promoting "indie" music groups and artists, meaning those who are not in the mainstream, although has also seen the rise of many of the previously "indie" bands they were promoting.[2]
PureVolume was acquired by pop-culture media conglomerate Buzz Media in 2010, however the 3 remaining founders (Mitchell, Brett, and Nate) were kept on as chief executive officers within Buzz Media's organization.
Record labels use PureVolume to promote their artists and even look for new ones to sign. The fame of groups such as Paramore, Boys Like Girls, Fall Out Boy,[2][3] Hawthorne Heights, My American Heart, Daphne Loves Derby,[2] Taking Back Sunday, My Chemical Romance, Forever The Sickest Kids, Panic! At the Disco, Brand New,[3] Gangzta Paradize, and The Scene Aesthetic[4]have been credited to exposure on PureVolume.