Alloy Online Develops One-Stop Music Mecca for Teens

Business Wire, Dec 17, 1999

NEW YORK--(BUSINESS WIRE)--Dec. 17, 1999--

Site Offers Downloads, Streaming Media and Promotions

for Latest Artists Through Major Record Labels

and Entertainment-oriented Web Sites

Alloy Online, Inc. (NASDAQ: ALOY) (www.alloy.com), a leading Internet destination for the 56 million teens in Generation Y, has expanded its Web site to provide music marketers with the first exclusively teen-oriented multimedia site. Alloy.com has entered into strategic relationships with RealNetworks(R), Scour.net and Entertainment Boulevard enabling teens to search, download and experience videos and music from top recording artists on a single Web location (www.alloy.com). Teens will also be invited to participate in special online promotions, cyber chats, artist premieres and other exclusive events planned for the site.

"Alloy's priority has always been to provide teens with a site centered on their interests and lifestyle," added Matt Diamond, co-founder and CEO of Alloy Online, Inc. "Music is a large part of teen culture, and our site provides a new way for music to directly reach them."

The expanded site is especially valuable to the music and entertainment industries that largely market to Generation Y. Companies can use Alloy Online's unique convergent media model that combines both online and offline assets to promote new artists, debut new albums and present new products directly to the combined ten million teens Alloy reaches each month through its Web site, catalog and ezine.

Previously, Alloy.com has had enormous success with a number of music promotions and events with labels such as Sony, Atlantic and Universal Music Group. Contests with artists such as Beck, Foo Fighters, Kid Rock, Blink 182, Tori Amos and T-Boz from TLC have distinguished Alloy Online as a major marketing force alongside the most recognized music entity leaders in the field. The current chat series featuring Jewel, Jessica Simpson and Bif Naked already has generated considerable support from major record labels and industry executives.

Adding RealNetworks' advanced technology to its Web site solidifies Alloy Online's position as a company with true multimedia marketing potential. These technologies allow users to listen to music on various digital formats; view video clips and video interviews; tune into radio stations via Internet streaming; and create personal music collections - all on the Alloy.com Web site. The RealNetworks(R) RealSystem(TM) G2 technology enables the broadcast of music and videos, in addition to providing access to both broadband and Internet radio stations. The RealNetworks' digital music software RealJukebox(TM) enables users to download, organize and listen to various formatted files on Alloy.com.

About Alloy Online

Alloy Online is a leading Web site and direct marketer providing community, content, commerce, and entertainment to Generation Y, one of the fastest growing segments of the Internet population. Its convergent media model which combines its Web site (www.alloy.com), its Alloy Online e-zine and its catalog, Alloy - has a total reach of more than 10 million individuals per month. Together, these components offer a unique blend of services through which teens can interact, share information, explore compelling and relevant content and shop for apparel, accessories, footwear, music, cosmetics and magazine subscriptions. For further information regarding Alloy Online, please visit the company's Web site (www.alloy.com) and click on 'Investor Info' or call the investor information line at 877-ALLOY-IR.

With the exception of historical information in this press release, the matters described herein contain forward-looking statements that are made pursuant to the Safe Harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements involve a number of risks, uncertainties and other factors beyond Alloy Online, Inc.'s control, which may cause material differences in actual results, performance or other expectations. The factors are detailed in the Company's most recent registration statement on form S-1 filed with the Securities and Exchange Commission.