Business Wire, June 14, 2010

VANCOUVER — Live Current Media Inc. (OTCBB:LIVC), an e-commerce company that owns and operates the luxury fragrance brand, www.perfume.com, as well as a portfolio of other domain names, today announced the resignations of 3 members of management, including its President, Mr. Mark Melville.

Consistent with the Cricket.com Lease and Transfer Agreement dated August 25, 2009 (the “Transfer Agreement”), pursuant to which the Company transferred to Global Cricket Ventures Limited (“GCV”), the domain name, cricket.com, and its associated operations, Mr. Melville has resigned his position with Live Current in order to assume a leadership position at GCV.  Mr. Melville’s resignation will be effective October 1, 2010.  Until that time, he has agreed to stay on at Live Current Media and will assist in the recruitment and hiring of his replacement.  During this period Mr. Melville will not draw a salary from Live Current Media, although accrued but unpaid compensation will be paid to him.  

In place of Mr. Melville, the Company plans to recruit an individual with a proven ability in the areas of e-commerce and managing luxury brands.  This individual will be instrumental in executing the Company’s new business plan, which is to re-position its premier site, perfume.com, as a leading source of perfume related content and the latest fragrances not available elsewhere on the Internet.

The Company also plans to transfer the assets associated with the perfume.com business to Communicate.com Delaware, Inc, its wholly-owned Delaware subsidiary, which has changed its name to Perfume.com, Inc.  In addition, Teresa Findlay, who is presently General Manager of the perfume division of Live Current Media, Inc., will become VP Operations of Perfume.com, Inc. and will lead the relocation of the business to a new office in New York City, the center of the fragrance industry in North America.

Ms. Findlay is a veteran entrepreneur in the fashion industry having started and operated multiple successful businesses such as Teresa Findlay Accessories Ltd. and Dirty Laundry Inc.  She has designed, created and implemented collections exclusively for Betsy Johnson, Holt Renfrew, Nordstrom, Lord & Taylor and Nine West, among many others, and was awarded the Royal Bank of Canada’s “Woman Entrepreneur of the Year ’’ in 2001, the ‘Gold Award’ for her Brand, Dirty Laundry, in 2002 and has received many other business accolades throughout the years.  She brings 18 years of fashion and luxury brand experience to Perfume.com Inc. and an understanding of the “needs and wants” of the targeted consumers.

Continuing with efforts to reduce costs, the Company also announces the following cost reductions and changes to management:

·       Ms. Amy Frankel, Live Current Media’s VP and Corporate Counsel, resigned her position effective May 31, 2010.

·       The Company sub-leased its operating office and has moved into smaller, less expensive premises, which are also located in Vancouver.

·       Ms. Chantal Iorio, the Company’s VP Finance and the Company have come to an agreement whereby she will resign effective August 15, 2010. She will enter into a part time consulting arrangement with the Company to assist in the preparation of reports to be filed with the Securities and Exchange Commission and the British Columbia Securities Commission.

These further reductions in corporate overhead expenses, which build on the cost reductions previously announced in May 2010, bring the total expected per annum cost savings to over $750,000.

In addition to the above, the Company also announces the following:

·       Seven of the 12 holders of Auctomatic Convertible Notes have accepted the Company’s offer to replace the Convertible Notes with new promissory notes that will repay the principal and accrued interest over a three year period. The new promissory notes are not convertible into shares of Live Current Media, Inc. common stock.  The Company intends to continue its efforts to reach agreements with other Auctomatic shareholders regarding amounts owed to them.

·       The Company continues to seek buyers for its non-core domain names as both a means to focus the Company’s efforts on building the perfume.com business and   to provide liquidity for general corporate purposes.

·       The Company intends to begin issuing financial guidance based on the extensive forecasting undertaken by management for the perfume business.  The Company intends to provide the guidance along with the Q2 results to be released in August 2010.

·       Management intends to conduct a conference call after the release of the Q2 results to address stockholder questions.  Details of the conference call will be released with the Q2 results.

·       In accordance with its Bylaws, the Company intends to hold an Annual Meeting of Stockholders on October 11, 2010 in Las Vegas, NV.

About Live Current Media Inc.

Live Current owns one of the most powerful and engaging content and commerce destinations on the Internet in www.perfume.com. This site and others in the Company’s portfolio can be built into subject-specific DestinationHubs™, that can connect people to each other and to the information, brands, and products they are passionate about. Live Current has headquarters in Vancouver, Canada with an office in Washington, W.A. and New York City, N.Y. and is publicly traded on the OTCBB (LIVC). For more information, visit www.livecurrent.com.

All statements in this press release that are not statements of historical fact are forward-looking statements, including any projections of growth, earnings, revenue, cash or other financial items, any statements of the plans, strategies, objectives and goals of management for future operations, any statements regarding future economic conditions or performance, statements of belief and any statements of assumptions underlying any of the foregoing.  These statements are based on expectations and assumptions as of the date of this press release and are subject to numerous risks and uncertainties, which could cause actual results to differ materially from those described in the forward-looking statements.  These risks and uncertainties include, but are not limited to, general economic conditions particularly as they relate to demand for our products and services; competitive factors; pricing pressures; changes in operating expenses; our ability to raise capital as and when we need it and other factors.  Live Current Media Inc. assumes no obligation to update these forward-looking statements to reflect future events or actual outcomes and does not intend to do so.

Contact:

Live Current

Andrea Laird

Investor Relations Contact

604-453-4870 or 1-866-898-4354