Grooveeffect was a profitable urban/indie culture media site dedicated to curating the best in emerging style, music, and trends. Originally a small e-commerce site, it was re-launched as a content site to capture the explosion of blogs and independent media in the mid-2000s, and quickly grew to be one of the leading sites in its niche.

We’ve reached millions of readers over the years, interviewed major names such as Skrillex, B.o.B., and Porter Robinson, as well as covered some of the biggest events nationwide including New York Fashion Week, SXSW, Coachella, EDC, HARD, and Treasure Island Music Fest.

Over the years, more than a dozen staff writers contributed to the site, as well as outside contractors such as Six, a UK branding and identity firm which produced an award winning rebrand in 2008, landing Grooveeffect in numerous design showcases and galleries. Beyond staff, I managed relationships with dozens of brands, publicists, PR agencies, musicians, and promoters.

In addition to management, I have personally contributed a large percentage of the content on the site, including many of our most successful posts. Beyond trendspotting and writing, I became a  seasoned concert and club photographer during my travels with Grooveeffect.

Aside from the business itself I managed all technological aspects of the site – everything from the dynamic frontend, to the content management system, to the backend web- and ad-server.

All good things must come to an end...

As my personal interest and energy for the niche had begun to fade I decided it was better to retire it gracefully. Grooveeffect was acquired by a content network in 2012, and has since shuttered it's viewports.

The site served as a central focus of my life for several years, giving me deep exposure to all aspects of the online media, editorial, and independent journalism worlds. It was quite a ride.

Sean Mulholland

About Sean Mulholland

My work focuses on user experience, product design, and strategy, where I research and prototype how emerging technologies can be leveraged in ways that are human-centered.