Machine Shop co.

Lore & Background

Machine Shop co. was founded in December 2012 by Mike Shinoda and Brad Delson as a music company, intended to be one of the parent companies of Machine Shop Records alongside Access Industries and Warner Bros. Its first public appearance was in 2013 as an event provider for the Concert for Philippines, which raised $500,000 for Typhoon Haiyan disaster relief. In December 2013, the company partnered with Japanese company BeatRobo to provide the PlugAir platform, which gained popularity in Asia after Hamasaki Ayumi released two hit singles on it.

In January 2015, after the cancellation of the North American leg of Linkin Park's The Hunting Party Tour, Shinoda and the band opened Machine Shop Ventures. They visited Y Combinator and met with Michael Seibel, who gave them a crash course in startup investing. The band focused on startups reflecting their personal interests, such as Robinhood, a stock trading app. Later, they met with Anita Elberse and Harvard Business School students, learning to build a diverse brand ecosystem and diversify revenue streams. This led to partnerships with Lyft, Blue Bottle Coffee Company, and Shyp, as well as older partners like BeatRobo, Open Labs, and Turnstile.

The company has produced numerous events and collaborations, including the Sunset Strip Music Festival, the Beast Astray art show with Red Bull and Good Smile Company, a collaboration with A Bathing Bape for Linkin Park's Asia tour, and a boot design with Sebago. It also worked on projects such as PlugAir, the Infinity speaker line with Harman International, a Project Spark music video with Microsoft, a snowboard jacket with 686, and the LPBLKMRKT merchandise initiative with Square. In 2015, Machine Shop co. helped fund the esports team Immortals.

Reader's Guide

Machine Shop co. represents a notable example of musicians transitioning from creative work to venture capital and brand management. By leveraging the fame and resources of Linkin Park, the company built a diversified portfolio of investments and collaborations that extended beyond music into technology, fashion, and events. Its recognition by CB Insights as the seventh most invested company by any celebrity highlights the strategic approach taken by Shinoda and Delson, who sought education from startup incubators and business schools before making investments. The company's work in event branding, product design, and digital platforms demonstrates a model for artists seeking to build sustainable business empires. Machine Shop's legacy lies in its demonstration that musicians can successfully operate as venture capitalists and lifestyle brand managers, influencing how other celebrities approach entrepreneurship.

Did You Know?

• Machine Shop co. was recognized as the seventh most invested company by any celebrity in a 2015 CB Insights study.
• The company invested in Robinhood, a stock trading app that waives all fees to compete with E-Trade.
• Machine Shop co. collaborated with Microsoft to create the first custom Project Spark music video for Linkin Park's 'Guilty All The Same'.
• The company helped fund the esports team Immortals, which plays in the League of Legends Championship Series North America.