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Grammy Winning Artist Steve Vai Goes Live With

Channel pairs non-stop guitar programming with in-player discovery, sales

HOLLYWOOD, CA — May 10, 2011 — Today from Musicians Institute, Grammy Award-winning music artist Steve Vai and technology entrepreneur Andy Alt launch, a 24-hour interactive guitar channel dedicated to streaming videos of legendary guitar performances from the most accomplished guitarists in history, artist interviews, lessons, live broadcasts, and more.

**Visit starting at 8pm BST to participate in the live-streamed launch event with surprise announcements from Mr. Vai**

“Most people are fascinated to see someone play an instrument in an inspired way. We are moved by witnessing musical brilliance, and it was this notion that led me to purchase the GuitarTV domain 10 years ago,” says Founder, Steve Vai. “Still to this day, I am deeply satisfied when watching a guitar player who is connected with their art and instrument. GuitarTV helps you tap into that connection, and to each other.” features a patented advertising platform called InEVO that lets consumers interact with the media player without interrupting the current video experience. Six virtual guitar strings on the left of the player make it possible to:

  1. See more info on the artist via Wikipedia

  2. Download the album through Amazon or iTunes

  3. View the song’s tablature on

  4. Learn about the artist’s signature guitar and amplifier, and purchase them through partner

  5. Purchase concert tickets through Ticketmaster

According to new data from The Nielsen Company, online video usage in the US has increased significantly over last year, with viewers streaming 28 percent more video and spending 45 percent more time watching. In addition, social television is transforming viewer engagement, offering new opportunities for brand advertisers to interact with consumers. “GuitarTV encourages fans to interact with their favorite artist’s videos by allowing them to discover new facts, learn how to play the music, and immerse themselves in a guitarist’s body of work,” says GuitarTV Co-Creator Andy Alt. “Online video is no longer about passive watching, it’s an interactive experience. You find yourself wanting to click the elements of the media player to see what you’ll uncover next.” is fully integrated with Facebook Connect and Twitter so fans can chat about the video they’re watching, share it on their walls, and publish Tweets linking to the video. Additional social features such as rating and commenting on videos are planned for future versions of the player. Guitar enthusiasts can also submit their own videos to for consideration alongside their favorite legends. GuitarTV offers three broadcast modes: instant play-upon-arrival, on-demand (choose a new video from a scroll bar below the player), and live broadcasts via partner Upcoming live events include an exclusive walk-through of Steve Vai’s new recording studio, Harmony Hut, and a remote broadcast from Paul Reed Smith of PRS Guitars. About Grammy Award-winning music artist Steve Vai purchased the domain 10 years ago with a vision to one day create a non-stop streaming video channel offering performances from the best guitar players of all eras, in all genres. In partnership with Co-Creator Andy Alt, now offers all this and more, featuring maximum viewer engagement through its patented advertising platform, is located in Los Angeles, California and across the Web. To learn more, please visit

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