In the late 90's, a newly created Internet company called MTVi was spawned by MTV to join the dot-com gold rush. MTVi was slated to go public in 2000 and series of TV commercials was conceived to hit the air coinciding with the IPO. MTV’s newly acquired web property - Sonicnet.com - was the selected vehicle as it had street cred among music fans that MTV.com and VH1.com lacked. MTV called on its years of carefully nurtured relationships with a vast array of amazing recording artists, asking them to participate in the Sonicnet project. And many did. The commercials were shot in New York and LA over five days in early 2000. While the resulting film was being turned into TV spots, a reel of selected "dailies" was assembled to reassure the MTV executives the new ads would not sink the IPO. This reel became known as the "me" tapes. On March 10th, shortly after the commercials began to run, the dot-com bubble burst. Soncnet and the me tapes survived. The MTVi stock offering, unfortunately, did not.