Another site build out on a nice and brandable .TV domain name LoveLive.TV which started in 2012 just got an investment of $2.7 million dollars according to VentureBeat.com

“LoveLive helps record and distribute live performances from musicians. It also helps copyright holders monetize those performances through paid sponsorships from major brands, charging pay-per-view fees to fans who want to see the live stream, and managing distribution channels like YouTube and Vevo. The startup processes over 400 live performances per year from several well-known artists, such as Madonna, Ellie Goulding, and many others. Some of the brands it’s worked with include HP, Ford, and Nike.”

The new round of funding comes from a select crop of notable investors with experience in the digital media industry. Those that participated in the round include Maker Studios executive chairman Ynon Kreiz, Andurand Capital’s Pierre Andurand, former 888 Holdings CEO Gigi Levy and Access Industry’s head of media Jorg Mohaupt — as well as Perform Group execs like joint-CEO Oliver Slipper, CCO John Gleasure, and former COO Andy Measham.

Founded in 2012, the London-based startup has 50 employees. Cohen said the latest investment is the first part of a larger $20 million institutional round of funding that the company plans to raise in the future.