Crib sheet.(Forum)

After three years pumping out the word on groups such as The Strokes and The Thrills, online music magazine rockfeedback.com attracts 15,000 people per day. But, the 18-year-old founder Toby L has ambitious plans to spread his message to a wider audience with the launch of three new websites, including a resource for A&Rs.

So, why is rockfeedback.com different from other media?

Toby L reckons the days are over for those who want to "cynicalise instead of proselytise". "I think there is a lack of sincerity about music criticism and we found a gap between what music fans experienced and the critics, we have gone back to basics," he says.

And what is rockfeedback.com doing to celebrate its third anniversary?

it is launching three new websites alongside rockfeedback.com, including a TV production and TV show rockfeedback tv, live promotions and club nights at rockfeedback.bix and an industry consultancy rockfeedback.info.

Why a TV show?

Well, Toby L thinks music television has become a bit niche and doesn't really reflect what is going on. "We want to give musicians the chance to talk about what is important to them in their natural settings, whether it is in their hotel, at a record store, backstage of even with their groupies We want it to be a bit more fly-on the wall and real," he says.