Drivetribe will be based in London's Kings Cross.
Drivetribe says that it acquired 6tribes earlier this year,
and now owns the IP.
He says Tidal was trying to solve a perceived
problem with royalty collection where none existed, but Drivetribe is solving a supply-side problem.
Ah, but Drivetribe argues, those people are not well-served right now,
and they plan to reach them with this new kind of content-targeting engine.
UPDATE: It now transpires that Drivetribe will be based on the 6tribes platform
created by former Beamly co-founder Anthony Rose, who obviously worked closely with Schmitt.
Drivetribe thinks there is a big gap in the market,
with(they say) 428 million people on Facebook with a self-declared like of motoring- slightly smaller than Movies and Entertainment, which are the number 1 category.
Although Schmitt and Hammond insisted to me that Drivetribe will be separate from the Amazon Prime show,
there remains the possibility that it may have a similar name- over which the trio have been racking their brains apparently.