About nine years ago when theMedia 360 Company acquired Lambo Xtra, an online magazine, its primary goal was to shape the future of music Journalism by producing independent content in a thought-provoking way on music and pop culture.
“Looking ahead and making a smooth change to the next big star in the music industry, that’s what our business was built on,” says Soltesh Iyere the Lead Consultant at theMedia 360 and Editor In Chief at Lambo.
theMedia 360 Company’s deep roots in music PR and their ability to predict what will breakthrough in music culture have given ways for Lambo Xtra to work and profile amazing creatives in the last few years.
After working with entertainment brands, and artists as a PR agency, Iyere saw a gap in the media side of music coverage. While mass media were abundant, the agency wants to show the world something extraordinary in the music industry through media. That’s what led to Lambo Xtra documenting both the biggest players and emerging artists pushing the culture forward.
“Music alone is a big industry in its lane,” says Iyere. “But we have seen greater achievements in handling music and artists PR. We thought about focusing on what we do best and with Lambo, we will continue to ensure that we keep to plans to make use of our strong editorial voice to power the platform and make sure the integrity of our journalism remains paramount.”