U-Rock® is an independent music network built for one goal: getting independent music heard. Since December 13, 1999, U-Rock® has been rockin' the unheard with the underexposed, and it was one of the earliest continuous independent internet radio platforms.
Today U-Rock® is one network with several lanes. The Network covers radio, affiliates and discovery: an affiliate radio system and an artist-first discovery pipeline that moves music from local airplay toward national rotation. U-Rock® Records is the label arm, and U-Rock® TV is the video lane.
U-Rock® was founded by John Kevin Timothy, who has worked in independent broadcasting since 1996. He got his start in affiliate-style broadcasting and underground scene culture across alternative, hard and industrial rock. In December 1999 he launched U-Rock® Network, and he has been building it as real, functional infrastructure ever since. In the 2000s he also founded What It Is! Publishing, producing collector price guides, reference handbooks and niche-market indexing. In the 2010s he built out U-Rock® Records and the affiliate broadcast model.
Kevin makes music too, and the same underground, anti-corporate ethos that drives U-Rock® drives the records he puts out. The operating principle behind U-Rock® is simple: "Build the real thing first. Solve the root problem. Mature the system before you scale it."
Read the full story at johnkevintimothy.com