Who remembers Ping? It was, for younger readers, a social network that was set up inside iTunes and it launched with phenomenal hype in September 2010. Two years later, amid mounting user indifference, Apple pulled the plug.
Semi-related to this, in June 2011, Specific Media Group and Justin Timberlake bought the ailing MySpace, tried to rebrand/relaunch it and… well, nothing happened.
There was something in the air at the time as, in July 2012, Lady Gaga launched the Little Monsters social network for her fans. It appears to be still operational (now as an app), but it’s not exactly dominating the social media discourse.
A decade on, Icelandic band Sigur Rós have decided it is time to give this whole artist-owned social network thing another spin. Except it’s not really a standalone social network like any of the above; rather it is a community linked to their Discord (which fans will get “free and permanent” access to).
It’s called Heimr and the landing page says: “For more than twenty years, the many Sigur Rós online communities have helped bring fans together from around the world. Through IRC channels, message boards and mailing lists, our community has shared tips, favourite songs, and concert and ticket information. Heimr is a new digital space designed to strengthen connections within our fan community.”
When you set up an account, it asks if you have a digital wallet – the type used to, for instance, store NFTs, like Metamask – and if you want to connect it to your profile. “A digital wallet allows you to store digital collectibles like your Heimr Glingur,” explains the site. “If you don’t have one, we’ll help you create a custodial wallet below.”
A Glingur is a free digital membership pass and you can collect more as your membership evolves. So… is it an NFT? “Yes,” says the site’s FAQs, “but Glingur are not intended for resale.”
The site itself has a list of past announcements and a countdown clock saying when the next one is due (presumably to drive repeat visits). There was also a short video from an orchestra recording session at Abbey Road in February, hinting at what new music from the band will sound like.
“The Heimr community will be a space that evolves over time, and relies upon your input as much as ours,” said Sigur Rós on their Twitter account. “As a member, you will be the first to receive upcoming announcements, have exclusive access to community benefits, and be able to engage in conversation that brings them together around the music, energy, and community that makes our fanbase special.”
The band have very devoted fans and this really sits on top of everything they are doing on other platforms anyway, so it is unlikely to become like the white elephants of music-centric social networks of the past.
