Machine Shop co.
| Industry | Entertainment |
|---|---|
| Founded | 2012 (as company) 2015 (as Venture Capital) |
| Founder | Linkin Park |
| Headquarters | , United States |
| Products | Video games, Music industry, Ventures |
| Website | Machine Shop co. |
Machine Shop co.—also referred to as Machine Shop or Linkin Park Inc.—is a U.S.-based entertainment enterprise that functions as a venture capital entity, event organizer, supporter, and lifestyle brand. Established in December 2012 by Linkin Park members Mike Shinoda and Brad Delson, the company shifted its focus toward venture capital activities starting January 2015. It was formed through a collaboration among various music-related entities including "Chesterchaz Publishing" (Chester Bennington), "Big Bad Mr. Hahn Music" (Brad Delson and Joe Hahn), "Nondisclosure Agreement Music" (Dave Farrell), "Rob Bourdon Music" (Rob Bourdon), and "Kenji Kobayashi Music" (Mike Shinoda).
In 2015, CB Insights positioned Machine Shop as the seventh most frequently investing celebrity-backed venture capital firm, with notable stakes in firms such as Lyft, Blue Bottle Coffee Company, and Shyp.
2012-2014: Formation
Mike Shinoda initiated the company to act as the parent organization for Machine Shop Records, collaborating with Access Industries and Warner Bros.. One of its initial significant roles was providing event services for the 2013 Concert for Philippines. The company also backed the online game LP Recharge and oversaw the production of its inaugural music project, Recharged, in its capacity as parent firm. In December 2013, Machine Shop allied with Japanese company BeatRobo to introduce the PlugAir platform, which found success in Asian markets when artist Hamasaki Ayumi released singles "Terminal" and "XOXO" via this technology.
2015-Present: Expansion into Ventures
After Linkin Park canceled the North American segment of The Hunting Party Tour, Shinoda and his bandmates launched Machine Shop Ventures on January 1, broadening the brand’s scope into venture capital investment. Mike and Brad visited Y Combinator where they met Michael Seibel, who provided an intensive overview of startup funding mechanisms including equity shares, convertible notes, and angel investing standards. Seibel highlighted their targeted approach toward startups connected to their personal passions, exemplified by Shinoda’s investment in Robinhood, a commission-free stock trading platform competing with E-Trade.
Additionally, the band engaged with Anita Elberse and Harvard Business School students to understand the value of constructing a diversified "brand ecosystem" along with multiple income sources to reduce financial vulnerability. This strategic learning resulted in collaborations with companies such as Lyft, Blue Bottle Coffee Company, and Shyp, complementing existing partnerships with BeatRobo, Open Labs, and Turnstile.
Concert for the Philippines
The firm crafted the visual identity for Music for Relief's Concert for the Philippines, which successfully raised $500,000 to support Typhoon Haiyan recovery efforts. Their contributions included designing branding components such as flyers, stage aesthetics, signage, and graphics for live television broadcasts. They also produced exclusive concert merchandise like gold bracelets, posters, and apparel. The lineup featured notable performers including Linkin Park, Bad Religion, Heart, and The Offspring.
Sunset Strip Music Festival
Seeking to attract a younger and more informed demographic, the company undertook a rebranding of the festival, establishing a unified creative brand identity. By collaborating with Music for Relief on booth activations, they achieved a threefold increase in funds raised.
The Mall Art Show
In 2014, Machine Shop joined forces with Red Bull and Good Smile Company to showcase "Beast Astray," an art installation inspired by the movie Mall.
BAPE
Partnering with A Bathing Ape, the company supported Linkin Park's tour across Asia and collaborated with Warner Bros. Japan to promote the band's DVD release. This campaign led to sold-out limited-edition co-branded T-shirts and garnered focused media attention throughout East Asia.
Sebago Event Activation
The company collaborated with Sebago to create a boot design influenced by Linkin Park’s tour crew style, hosting the activation event at Reed Space in New York City.
PlugAir
PlugAir is a software solution developed to combat copyright violations. The company partnered with a Japanese cloud storage startup to rebrand and redesign the PlugAir device and its packaging for international markets. Over 5,000 units were distributed within the Linkin Park fanbase alongside marketing materials. The CEO showcased PlugAir at WebSummit in Dublin to engage potential investors and partners.
Additionally, they worked with Beatrobo to release Hamasaki Ayumi’s singles "Terminal" and "XOXO" via the PlugAir platform.
Infinity
In collaboration with Harman International Industries, the company revitalized the Infinity brand by creating a new range of audio products. The launch of the Infinity One portable speaker was facilitated through Harman’s Hong Kong creative studio. They also supported the 2014 documentary The Distortion of Sound, which featured Shinoda. This initiative earned a CES 2014 Innovations Design Award, with marketing and public relations campaigns developed in partnership with kbs+ and Edelman.
Project Spark
Working alongside Microsoft, the company utilized the new Xbox game engine to produce Linkin Park's first custom music video for Guilty All The Same using Project Spark. They closely collaborated with Microsoft’s game development team to adapt the Project Spark toolkit, resulting in over 2.7 million YouTube views and placement of the video on Xbox’s homepage. An interactive in-game crowdsourcing feature was also created to allow fans to remix song stems.
686
In partnership with snowboard brand 686, the company created an innovative snowboard jacket concept, managing textile patterns and apparel design. Joe Hahn from Linkin Park contributed by directing and producing accompanying film content. The video and behind-the-scenes interviews were featured on culture platform Hypebeast. The jacket sold out through Zumiez’s primary online retail channel.
LPBLKMRKT
Collaborating with Square, the company introduced The Hunting Party album through an innovative launch and expanded its merchandise retail presence.
Toon Workshop
In alliance with Japanese audio producer Fostex and toy manufacturer Good Smile, the company created a new brand platform for audio devices. It provided guidance on headphone product design, performed competitive market research in the US, and developed a comprehensive go-to-market plan.
Power the World
Established by Linkin Park, Power the World seeks to promote awareness of their clean energy campaign in collaboration with the United Nations Foundation. The company crafted a new website to effectively convey the initiative, consolidated social media channels, and produced the video advertisement "The Story of Imani," which amassed over 51,000 views on YouTube.
LP Recharge
LP Recharge is a Facebook game developed by Kuuluu Interactive Entertainment. The company’s promotional efforts targeted increasing visibility and engagement with the game, aligning with the launch of Linkin Park’s single A Light That Never Comes, featuring Steve Aoki.
Immortals
Immortals is a professional esports organization founded in 2015, supported by investors including Machine Shop co.[1] The team competes in the League of Legends Championship Series North America after securing Team 8's league position.[2]
Crew and employees
- Mike Shinoda – Founder, President
- Brad Delson – Founder, President
- Bill Silva – Chief Operating Officer
- Jessica Sklar – Chief Strategy Officer, Partner
- Ryan DeMarti – Director of Operations
- Trish Evangelista – Project Manager
- Lorenzo Errico – Digital Manager