In our Web 2.0 world, online social networks are replacing traditional meeting venues where music fans would gather and talk about their latest discoveries, often basing their very reputations on the music they recommended. The kids in your mall parking lot who wear black T-shirts adorned with skulls are now online. Globalization has opened up the world to twenty-somethings like never before, and they share their discoveries in international MP3s with abandoned college roommates who can never seem to get those last few credits. Jazz aficionados endorse live recordings on BlackBerrys while pretending to pay attention in board meetings. Now, via Amie Street, all of these seemingly different people with uncommon tastes are discovering each other’s music, and each other.

When asked to describe their branding and the values it represents, they explain, “The Amie Street brand represents community and the joy of discovering something new and sharing it with one another. The name Amie Street was chosen because it is a destination, a location that sounds friendly and welcoming, that represents community.”

The website is simple in design and geared toward functionality, ensuring the business, and the music-obsessed customers they value, are the focus. The very concept behind the site is a music exchange—from the latest discoveries and recommendations to popularity and pricing—by the people, for the people. In fact, members are given credit, which they can use to buy additional songs, for recommending songs. It’s a self-fulfilling business paradigm based on the currency of love for music and democracy. In other words, Amie Street’s brand is its users, and how do you go about branding such a vast array of tastes, opinions, and personalities? Answer: quickly.

Success on the Internet is fleeting and before the champagne cork hits the ceiling one’s fifteen seconds of fame could have expired. While the press is interested, the buzz is vibrant, and music lovers of all ilks are joining Amie Street, it is important for the company to establish its brand and establish a connection with users based on shared values and identity—so that members remain loyal to the brand and aren’t enticed away by savvy competitors seeking to capitalize on the latest business trend.

The company seems to understand its business and customers well: “People will always desire something new, something that helps them understand and/or express how they are changing and how their thoughts are evolving. This desire to discover is at the heart of the Amie Street brand; to discover something new and to share with other people how that, in some way, reflects who you are.”

Amie Street promotes its brand to potential members through press coverage, its website featuring a logo in the form of a two-way street sign, and by teaming up with bands to advocate themselves at live events. But is this enough to inspire brand loyalty? Perhaps. If Amie Street can indeed differentiate itself from other online music providers, it may survive, if not thrive. Or, if music lovers play along, the business model itself may be enough to win over and maintain allegiances.

Otherwise, the website offers the traditional fare found on most music download sites. There are featured artists along the top and a menu bar with categories such as Today, Recommendations, News, and Charts. Beneath that, music is offered according to genres. Then there are music reviews, a Popular Listener Recommendations section, Recent News, and many other music-related offerings, including 3 Reasons to Get Started: (1) Fill up your iPod with great new music. (2) Buy songs from 0 to 98 cents. (3) Get free $ by recommending songs to the community.

Of course, getting a business started on the Internet is the easy part. Establishing profitability and longevity is difficult. After all, one of the few things in life that changes as much as music is the Internet. And in an age where branding and online companies are just beginning to understand each other, it will be interesting to see where Amie Street is in a few years. In the end the people will decide which music websites prevail, just like they do with songs. That is what Amie Street is banking on.