The idea for somojo.net hung around in no-mans land for a while until a good friend suggested that it might be worth putting it together, as my passion for music, film and photography could make it a success.
Initially the plan was for an internet radio station for independent and unsigned artists with the possibility of me doing some photography and video work with the musicians on the site.

Article Highlights:

* You have to articulate what each medium is supposed to do, and for whom it is supposed to do it
* Don't ignore your audience, and don't heavily rely on technology
* Social networking is a tactic and a strategy, and you need to know the difference
* Don't get unduly focused on the CPMs of your plan

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