Alex Albrecht Goes Medieval with Lore

One of the first rules of journalism is to never start your story with a quote, but this one just fits too well: “People have said I have an interesting knack to be able to monetize my life.” That’s Alex Albrecht (no relation, I asked) talking about his new World of Warcraft online show and web site Project Lore, which launches today.

Tell me if this premise sounds familiar. Albrecht sits around, drinking beer with his buddies talking about some nerd-friendly topic. This time instead of Digg stories (Diggnation) or movies (The Totally Rad Show), Albrecht will be talking World of Warcraft. News, glossary terms, strategy — all of it. “One of the things I found frustrating with WoW,” Albrecht said, “is that there is so much info but not really one good place to get the information.”

Episodes will typically feature Albrecht and his pals playing through an “instance” in WoW. If you don’t know what an “instance” is, you’re probably not a good candidate to watch the show (or maybe you’re the perfect candidate). But for those not looking for a new Internet addiction, an instance is a self-contained unit of the game where you battle 3 – 5 “bosses” (bad guys). Each of these bosses will be a single 3 – 5 minute episode. If the instance has five bosses, there will be five episodes that week.

The show has no official relationship with Blizzard (the makers of WoW), but will be distributed through ZAM Network, a massively multiplayer content network that reaches more than 17 million people and has signed on Falcon Northwest as a sponsor for the accompanying Project Lore site.

Unlike Albrecht’s other shows, Project Lore is not being produced through Revision3, but rather through rival new media studio Deca. Which, of course, everyone says they are fine with, and they probably are since Revision3 doesn’t want to lose one half of Diggnation and Albrecht’s high visibility will help sell Project Lore.