Warner to Distribute Music Vids via Brightcove
Warner Music Group, home to labels including Atlantic, Elektra, Rhino, and Warner Bros. has hooked up with online TV service Brightcove to give customers on-demand access to Warner’s music—related video content. Warner videos include artist interviews, live performances, behind-the-scenes footage, and of course music videos. Warner will be using Brightcove’s web-based embedded video player, which can be customized to fit each artist or label. Brightcove’s service supports advertising. Warner will be sharing the ad revenue with Brightcove.
“We want to give music fans many different, entertainment-rich ways to experience our extensive video catalog and the new content artists are creating everyday for the digital space,” said Alex Zubillaga, Warner’s EVP of digital strategy and business development in a statement. “Partnering with Brightcove is an important step in expanding those efforts as well as reaching consumers directly from an increasing number of digital platforms.”
Warner believes the video partnership will help it reach out to untapped music audiences and generate revenue through partnerships with social networks, online syndication and consumer-level sharing, since users can embed the Brightcove player in their own blog or website.
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