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Peter Gabriel Launches The Filter

LONDON (Hypebot) – Peter Gabriel has launched The Filter in private beta with the lofty goal of transforming online discovery by filtering online entertainment and info and personalizing it for each user.

"…many of us are now drowning in an ocean of options. An intelligent filter can remove the burden and boredom of choice and get us what we want and need with plenty of exploration and discovery." – Peter Gabriel

The Filter claims a holistic approach to filtering out irrelevant content that reflects individual tastes and moods through unique algorithms, across music, film, entertainment news and TV. In addition to launching as a consumer entertainment experience at, The Filter will also provide white label and co-branded solutions for content partners seeking to match their inventory to visitors' tastes.

Users who visit will be able to aggregate their music, film, and entertainment RSS feeds…

and then utilize a dynamic filtering system to optimize their digital libraries by discovering a greater concentration of relevant content. Users will be able to build their digital libraries based on The Filter's interpretation of their tastes and moods. The Filter will not hold complete content, but instead will provide samples with links to content sites, such as iTunes and Netflix, so if a song is recommended, a sample will be available but the user will have to link to the actual iTunes or Netflix site to download the song or order a film.

The Filter will also launch with a social aspect that will enable customers to utilize another user's Filter to make recommendations in genres that they are not familiar with for the benefit of exploration outside one's comfort zone. For example, if a user wants to buy a birthday gift for his daughter, he can access his daughter's shared Filter to get a recommendation of a new book from what is essentially her personal online assistant.