For those that think that branding a site on any non-.com is going to automatically lead to traffic bleed over to the matching .com I present the case of Beat.La.
The domain name was purchased just a couple of weeks ago by the Phoenix Suns on Sedo for $5,300
According to Alexa the domain name Beat.La has an Worldwide rank of 1,463,068 and a rank in the US of 266,247 pretty impressive for a site launched less than a month ago.
There are a lot of domainers that are of the opinion that any site built on a non-.com is going to draw a lot of leakage to the matching .com
However it does not seem to be the case in this situation.
BeatLa.com which is a parked page, has no Alexa ranking at all, meaning little if any of the traffic from Beat.La is drifting over to the matching .com.
Its a sign that people can understand the importance of what they type to the right of the dot as well as the left and the learning curve for the new gTLD’s may not be as great as some think.
For those that chose to visit Beat.La, one word of advice, turn your speakers down before you head over there.