“There are three reasons why I believe we got so successful; one is we get lucky, two is we knew the market and were very excited about it, and three is we had the tenacity,” said Selkoe.
From his parent’s basement to a Boston-based empire, CEO and owner of Karmaloop.com, Greg Selkoe has built a home for street-wear brands worldwide. Prior to Karmaloop’s inception, niche shops had found themselves pocketed within their respective brick and mortar outlets. Now, brands like Crooks & Castles, 10 Deep, and Obey have made their way across the world – handily – with Karmaloop serving as their globe-trotting intermediary.
“If you went to Ohio University or University of Minnesota, you had no access to this stuff. Even if you lived in big cities there weren’t a lot of boutiques and most of the time they wouldn’t have your size. During the time when Triple 5 Soul was a big brand and you would see it on DJ’s but no one could buy it anywhere,” said Selkoe.
Then, in 2008, a new project was born – Karmaloop TV. Aiming to transcend the growing divide between under-the-radar and a mishandled mainstream by MTV, Karmaloop TV has progressed as a showcase for both artists, retailers, and “Verge Culture” news.
“The Verge Culture is a cut and paste culture tapping a convergence of tastes and styles gleaned globally through the web, mashing them up and making them their own. They communicate digitally, are socially progressive, and are the most tech savvy people on the planet, their musical tastes and interests are as broad as they wish them to be,” piped Selkoe.
After having set a successful precedent with Karmaloop TV shows ‘The Daily Loop’ and ‘Global Loop’, the giant has recently enveloped Skee TV; a premier content platform hosted by none other than DJ Skee, that boasts 100 million+ views, a KIIS-FM presence, and a Top 50 YouTube channel of all time. A recipe for success would be an underplay.
The two have catalyzed a tentative December 2010 launch for an on-demand cable debut, with a network launch in tow for February of 2011.
Cross-spectrum, cross-culture, and multi-generational, the network will delve into the underserved growing niche of educated, tech-savvy, alpha consumers whom make up ever-changing verge culture contingent.
“We will have the Chip tha Rippers and the Chiddy Bangs of the world on it” hinted Selkoe.
So here’s to a heads up to MTV, and a nod to Complex, Karmaloop has pulled out the stops.
What started in a basement, grew into a gleaming Boston hotspot, and has transgressed into a worldwide brand proselytized by 50,000+ brand evangelists. Selkoe and his brand are truly a personification of verge culture ideal, and serves as a testament and reminder that verge culture is converging – not with the mainstream – but with those whom live the lives, breath the brands, and embrace the culture.
To see more of Karmaloop & Karmaloop TV check out:
Carissa Rossi :)