Founded in 2004 and based in Dallas, Texas with offices in New York and Portland (OR), appliedSB has developed and is currently providing to its clients an advanced technology platform used for creating and supporting direct Business to Consumer ("B2C") relationships (e.g. between brand and consumer, recording artist and fan) and monetizing that relationship through the sale of music, merchandise and tickets.

Clients who utilize the appliedSB MCNE platform can connect and transact with their customers or fans wherever they are located, on their computer or mobile phone, whether connected to the Internet or a wireless network. This includes email and text messaging, blogging and moblogging, etc. In doing so, the brand or artist creates loyalty. With loyalty in place, the platform enables brands to sell what their fans want most (i.e. music, tickets and merchandise for artists) on whatever device they are currently utilizing.

appliedSB provides its services on a private label basis to companies involved in the music industry and related businesses, as well as to non-music consumer-facing clients who see music as an important component of their brand or promotional mix.