Dailymotion has signed up Peter Gabriel’s Filter service to recommend video clips to consumers.
Paris-based YouTube competitor Dailymotion has 66 million unique visitors, according to comScore, and claims one billion video views per month from around the world. So it’s a big catch for recommendation engine The Filter, founded in 2004 in the UK to capitalize on a vision proposed by rock icon Peter Gabriel. The Filter operates its own social-network site, but also provides white label services — industry jargon for “not identified as The Filter” — to Nokia and Sony Music Entertainment, among others.
Of course, it takes more than vision to make a good product, especially with competition from YouTube. The Filter couples Gabriel’s ideas for personalized entertainment listings with a software-as-a-service delivery mechanism that partner companies can access remotely. That makes it easier for The Filter to sign up new partners, but also easier for them to switch if they’re not happy. Dailymotion will probably be The Filter’s proving ground.
The Filter, based in Bath, England, has raised $9.7 million in three rounds, with much of the funding coming from Eden Ventures and from Gabriel himself. Dailymotion raised $25 million in October 2009, in a round led by the state-backed French Sovereign Fund. The company now has a total of $68 million in funding, with previous investors including Advent Venture Partners, AGF Private Equity, Atlas Venture and Partech International.