[Updated with information about Milk Studios]
LOS ANGELES — Microsoft sent word this morning that its “major” announcement will be made at Milk Studios in Hollywood this afternoon.
According to its website, Milk, based in L.A. and New York, “stands at the crossroads of the fashion, music, photography and film worlds. … Milk spans contemporary culture and is a hub for supporting partnerships with some of the industry’s most visionary talent and innovative brands.”
Milk Studios, apparently one of New York’s most famous photo studios, started its Hollywood branch a few years ago as magazines and advertisers increasingly turned to celebrities, rather than models, for their campaigns, according to a 2009 Los Angeles Times article.
“To accommodate shooters and their red-carpet clientele, Milk Studios plans to build an elaborate facility near Paramount Studios capable of catering to the needs and whims that emerge when celebrity and high fashion meet,” the L.A. Times story says.
One of the founders quoted in the L.A. Times said they named their studio “Milk” because “it is one of the most beautiful-looking words.”
Since then, Milk Studios has been host to some ritzy Hollywood events including a post-Grammy party for music company EMI and an Emmy party for talent agency WME (William Morris Endeavor).
Milk Studios in New York, meanwhile, played host earlier this month for the launch party of Airtime, a peer-to-peer video network started by Sean Parker and Sean Fanning, that lets strangers who share similar interests on Facebook chat, according to Business Insider.
So what could all this mean for Microsoft? An Xbox Surface? (That’s what the latest rumors are saying: That what could be unveiled today is a 7-inch tablet called Xbox Surface. Liveside.net has what it says are leaked specs.) Or could it be an Xbox-brand tablet with Milk Studios content? More celebs across all of Microsoft’s content? Airtime via Facebook on Bing and Xbox?
Stay tuned to this blog starting at about 3:30 p.m.
[Seattle Times researchers Miyoko Wolf and David Turim contributed to this blogpost.]