Oct 212011

M.C. Hammer on his iPhone during a town hall meeting with President Obama this year.
(Pablo Martinez Monsivais – AP)
M.C. Hammer is in the process of launching a search engine. This sounds like a joke. It is not.

At the Web 2.0 Summit in San Francisco, the rapper, businessman and ordained minister announced Wednesday that he has launched a new search engine called WireDoo. Which is not as solid a search engine name as 2Legit would have been, but there is not much that can be done about that now.

The element that distinguishes it from Google? As Mashable explains, it generates results based on relationships between subjects that run deeper than keywords.

So, to put this in an M.C. Hammer context, if I searched on WireDoo for “U Can’t Touch This,” I might find links to the song, M.C. Hammer’s bio, where to buy parachute-style Hammer pants and information about a “U Can’t Touch This” dance party that’s happening in my neighborhood.

Hammer — who has some experience in the Internet realm, having launched the site Dancejam.com — and his team have worked on the WireDoo project for two years. Currently, the site is in pre-beta test mode.

The tag­line for the search engine is “Search once and see what’s related.” Which is straight-forward enough but not exactly sexy. Hammer, if you want to compete with Google on any level, you’ve got to use your best asset. Change that tag­line to: “Giving you deep search results, faster than the speed of Hammer time.”

I mean, that’s a no-brainer, right?

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