As an entertainment website focusing on delivering rich media content, Spike Radio forged new ground in developing live and topical editorial from remote locations including Sundance Film Festival, The Winter Music Conference, CMJ, and SxSW.

Live in studio guest appearances and DJ sets included dynamic range of contemporary artists such as Beck, Groove Armamda, BT, Alex Gopher, Paul Oakenfold , John Digweed, Supreme Beings of Leisure, Blackalicious, Dilated Peoples , Olive, Jungle Brothers, Ben Lee, and others.

The business base for Spike Radio included an number of sponsorship and services related deals :These included, Toyota (Overseas Marketing Division), Nike, AT&T, Paramount Pictures, Paul Frank, Skechers, Clearly Canadian, Fingerhut and UGO (Under Ground Online).

For the Olympics 2000, Nike contracted Spike Radio as the producer for their online media project, Radio Free Sydney. The project consisted of 24/7 DJ'd radio stream produced and programmed from Sydney, Australia, for the lead up and duration of the Sydney 2000 Olympic Games. Radio Free Sydney integrated a unique blend of programming of new music, daily athlete commentaries, interviews and editorial stories on Sydney's culture into Nike.com/2000 website. Accompanying this was the production of a series of six 5 minute dramatic narrative videos presenting an alternative view on Sydney, the Olympics Games, and humorous take on fanatical "fandom". Nike.com/2000 won the Communication Arts' Interactive Design Annual 2000 - Best in Interactive Design award.