
Rick Marini has been a pioneer in online social media for the past ten years. After graduating Harvard Business School in 1999, he started a company called Emode, which later became Tickle.com. Tickle was one of the largest social media sites on the Internet and the first site to successfully leverage viral marketing through personality tests, photo-sharing and matchmaking products. Under his leadership, Tickle operated as a profitable company with close to $40 million in annual revenue and 200 million users. In 2004, Marini ended up selling the company to Monster.com for just over a $100 million dollars.
Rick is back in the social media space as the Founder and CEO of SuperFan.com, a site where users can become Fans of everything that they love. Marini sees SuperFan as the intersection of three companies: “the fun and customization of Myspace, the efficient communication platform of Facebook, and the self-expression of Twitter.”

R&G: Tell me about your new venture, SuperFan.com.
Rick: SuperFan is a social network site that allows users to become a Fan of everything they love and like in life. We’ve identified ten major Fan categories, including music, celebrities, TV/movies, sports, brands, places, schools, charities, books, and video games; pretty much anything you could become a Fan of, we have in the site. SuperFan is also a social game, where Fans use a virtual currency called “credits” to compete to become the “SuperFan” of their top “Faves” (favorite things). As the SuperFan, the user gains control over certain aspects of the Fave profile such as the color palette, profile picture, wallpaper, and the SuperFan can also add a personal quote about their Fave. The user has special privileges as a SuperFan, but anyone can be a Fan. For example, if you’re a big fan of U2 or Kings of Leon, you can bid credits against other Fans to control the page dedicated to the band. In the music area, you could become a Fan of a musician, a band, a song, or an album. It’s really to express who you are to the rest of the world and to find other people that are like you with similar interests.
R&G: SuperFan was originally named MyRockstar, correct?
Rick: That’s correct. The beta site was called MyRockstar, and that was just focused on music. Then we relaunched the site as SuperFan to include every Fan category.
R&G: What led to your decision to expand beyond the music category?
Rick: It was always in the original business plan that I wrote four years ago to go after all the Fan categories. That was always part of the plan. We started with music because that’s our core passion, but the music space, as you know, is super crowded online. You’ve got Imeem and iLike and Lala and Myspace Music and ten others. We quickly realized we needed to go to part two of the business plan and expand to all of the categories, including music.
R&G: Are you in discussions with the record labels to possibly stream music or sell digital downloads from the site?
Rick: Yes. What’s happened in the last couple of weeks has been pretty amazing for me, in that three of the labels have reached out to us. They see us as kind of that next generation fan platform to connect their acts and musicians with the fans that love them. They’ve actually reached out to me as partners, which has been phenomenal. I know that fifteen months ago, when we started the site, this environment wasn’t what it is today. The labels have been great. They’re approaching us as partners, and not throwing lawsuits at us. Instead they’re saying, “How can we work together to promote our artists on SuperFan?”
R&G: Are there any deals in place?
Rick: Well, the discussions have literally just started in the last three weeks. EMI called me today. So, literally, these discussions are just taking off now. I think we could have something up within the next two months. I don’t think it’s something we’d put in place next week. It takes some integration time, but it’s a priority for us, so I think you’re going to start to see some real work being done, real partnership between us and the labels in the near future.
