Interesting article on Backplane (platform that runs PC.com) going bust; relaunching as "Place.xyz"

[highvoltage]

Found an interesting article, basically stating that Backplane has gone under, formed a new management team and relaunched as "Place.xyz". Backplane is the platform that Paradise City (GN'R's social network) was started on.

I noticed that PC is listed on Place's new homepage, so they've transitioned over as one of the first adopters of the new brand: http://place.xyz/

Always thought it was an interesting choice for the band to pursue such a niche social networking venture. Interesting to note that PC is one of the very few examples where the concept succeeded to a degree. The article mentions how they had to specifically pursue groups of the "craziest" fans, as was difficult to find people willing to join a what was essentially a standalone social network for a single product.

The new platform is a little different - now anybody can start their own public or private "place" (think along the lines of Facebook Groups). Instead of "walled off" networks for each brand, you'll be able to access all the other "places" you subscribe to, (including Paradise City) from the single platform.

Could be cool if it takes off, but the social network market is kind of crowded. What do you think of the approach? Seems like a semi reddit-based approach to social networking to me:

Lady Gaga’s Backplane Crashes, Burns Money, Tries To Rise Again

You know what no one wants to do? Join a brand’s standalone social network. The problem is that it took Lady Gaga’s startup Backplane four years, multiple founders, and over $14 million to figure that out. According to four sources with intimate knowledge of the company, Backplane was in free fall for years. A bloated burn rate, mismanagement, and internal squabbles led to a useless product.

There is hope on the horizon. Former CEO Matt Michelsen, a strong early fundraiser with less management prowess, has been moved out of the main operating role and former Backplane President and COO Scott Harrison has been installed as the new CEO. Sources say he’s a motivational leader with clear product vision, and is well aware of what was going wrong.

“Yeah, we went through a little bad phase, but when we come back, we want to come back strong,” Harrison said. So this week Backplane pivoted away from creating and managing standalone social networks for brands. It’s now called Place.xyz, a platform for creating themed social networks and browsing others in a single app. And it’s a lot smarter than Backplane.

Still, my sources worry that after top talent was pushed out of the company, Backplane is running out of fuel. It may not have what it takes to rise above the crowded DIY social landscape, and some think the best it can hope for is a soft landing acqhire.But after talking to Harrison, I believe Place has potential. While you might squat on Facebook’s turf with its Groups product, Place wants to let you own and even monetize your own social corner of the web. Here’s how....

Full article here: http://techcrunch.com/2015/03/06/the-backplane-black-box/?ncid=rss&cps=gravity_1730_3979668342568572301

[Amir]

Thanks for sharing. I liked PC.com (though very rarely used it) but it is hard to convince people to join a social network dedicated to a single band. But now that Places is a collection of multiple interests, what will differentiate it from Facebook?

$14 million may seem like chump change for a startup but that's still a lot of money to burn through with little to show for it.

[downzy]

I attempted to get into PC a few years ago but never got a good idea of what it actually wanted to be. For me, there was never any sense of community on PC. And it felt like it lacked a sense of permanency, just a test project that could be pulled at any given moment.

Now I just get frustrated with GNR's Facebook account posts something from PC that I can't access unless I sign up.

[alfierose]

The sign up was a massive faff. If I remember you had to apply to be invite, the first time I applied nothing happened, I remembered about it 6 months down the line and tried again. This time I was successful, I think I logged in once or twice, could quite get into it and never bothered since.

[Padme]

I attempted to get into PC a few years ago but never got a good idea of what it actually wanted to be. For me, there was never any sense of community on PC. And it felt like it lacked a sense of permanency, just a test project that could be pulled at any given moment.

Now I just get frustrated with GNR's Facebook account posts something from PC that I can't access unless I sign up.

I´ve checked that place out a couple of times in the past. And I agree with you, I don´t know what that place is for. I mean I saw people posting pics of their tattoos, their posters and their collection of GN´R shirts and stuff. I couldn´t care less about all that. So if the GN´R facebook is posting from PC all those pictures then I don´t think you´re missing anything important.