“Vitaminics, 1999-2012. Thank you all *, really ". A heartfelt epitaph, with that asterisk typical of computer language. As the parable of one of the most important made in Italy internet sites dedicated to music comes to an end. The blogs and online radio, the work team guarantees, will continue to function regularly, but the portal will soon cease to exist.
Founded in 1998 by Gianluca Dettori, Franco Gonella and Adriano Marconetto, for over 12 years Vitaminic has given emerging bands the space that traditional circuits only granted to those who were already protected by solid record companies.
Before iTunes, when the hi-tech novelty of the moment was still mp3 files, the company tried to put in place a platform to sell music online in digital format. But the dream shattered with the bursting of the bubble and the collapse of the new economy. Vitaminic was forced to hoist the white flag.
Only years later, after being bought by the Emilian Buongiorno, the Turin company managed to reinvent itself as an online magazine dedicated to indie rock fans. Even this second part of the adventure, however, is now over. Competition from social networks, led by Facebook, has delivered the coup de grace. As already happened to Myspace, Vitaminic also had to give in to the excessive power of Zuckerberg's creature.
