Peter Gabriel wants to help organize entertainment options

The tech-savvy musician is launching a website that helps viewers sift through recommendations.

By Geoff Boucher, Los Angeles Times Staff Writer

PETER GABRIEL has always roamed the sector between art and science. "My father was an electrical engineer," the English musician said, "and while I didn't inherit his talent for invention, I did pick up a love of innovation, a passion for finding the next."

The search for next has taken Gabriel into a dizzying array of directions (his pioneering CD-ROM "Xplora1" in 1995, for instance, framed many of the Digital Age possibilities for musicians), but right now he is most excited about an endeavor that narrows the number of ideas: The Filter.

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"We've all sat there at the computer with muscle fatigue in our thumbs and faced with so much information without focus," said Gabriel, a partner in the new website. "Getting the good stuff without the grief, that is the dream. And I'm not talking just about music, I mean everything. Not just a disc jockey, but a life jockey."

TheFilter.com has a beta launch today and goes public in May to join a wide and churning group of recommendation engines. (Many track only music preferences; the Filter aspires to add film to the mix.)

Clearly, many people realize that the Internet can create a "tyranny of too much choice," as the Filter's chief executive officer, David Maher Roberts, puts it. The Filter combines purchase, consumption and browsing data (it tracks accounts on Netflix, Flixster, etc.) to create an experience map. The next level, Gabriel said, will be to meld your profile with someone else's.

"If you have a friend who knows more about reggae than you, or there's a critic or a composer who intrigues you, you can mash-up your profiles. That's where we want to go. That's where a lot of people would like to go."