model: Every imeem client on the network had a database that would generate and store references to media content shared on the network; this system would accelerate access to content deemed to be close to the user. The service's media-sharing was peer-to-peer – if a user shared photos or a podcast, then the data would only exist on the client database network; users who wanted to view the actual content would access it by peering directly with the publisher. 2006 In March 2006, imeem re-launched at the South by Southwest (SXSW) conference in Austin, Texas, with a new focus on enabling people to interact through the imeem.com website, using media (photos, videos, music) to express their personalities and interests. Timed to coincide with the re-launch, imeem introduced new features enabling users to upload and play music and video on the site. In September 2006, imeem introduced embeddable Adobe Flash-based playlists that gave people the ability to take music and video playlists they created (or found) on the site and embed them virtually anywhere on the web. The company's players quickly became popular with consumers using MySpace and other social networks, giving them a way to customize & personalize their profiles with music. As a result, imeem quickly gained traction, with the site's traffic growing to 10 million unique monthly users by the end of 2006. By March 2007, imeem's monthly traffic reached over 16 million unique monthly users. 2007 In February 2007, MySpace took steps to limit the posting of imeem content on its site: any updates or comments with "imeem" even mentioned in them were removed upon posting. However, MySpace stopped blocking imeem in 2008. In March 2007, imeem announced it was partnering with SNOCAP, the digital rights and content management startup founded by Napster creator Shawn Fanning, to enable legal uploading, streaming and sharing of music on imeem, utilizing SNOCAP's content fingerprinting and digital registry technology. The goal was to provide a way for consumers to upload and share music with their friends, for free, and to do so in a way where label and artists can both make money and have greater control over where and how their music was available. The partnership marked imeem's move to an ad-supported model, in which consumers could freely stream and share music and video content with the costs supported by advertising. Under this model, artists and labels are paid a