MTV, WMG ink digital music video deal

MTV to sell advertising around Warner music videos

NEW YORK -- Viacom's MTV Networks unit and Warner Music Group have signed a broad multi-year partnership focused on digital music videos and advertising sales surrounding them.

Financial terms weren't disclosed.

Under the pact, MTV Music Group will take over the exclusive right to sell advertising around Warner Music premium music video content in the U.S. across MTV Music digital properties and mobile services, as well as on Warner Music's artist sites and affiliate sites. WMG's video views will be counted as part of MTV Music Group's.

WMG said its artists will be ensured multiple ways to reach MTV's audience across key franchises, such as its "Unplugged" series, VH1's "Behind the Music" and CMT's "Crossroads," and get new revenue opportunities.

"At WMG our highest priority is to keep the artists at the center of everything we do, and this alliance enables us to offer our artists the marketing and sales firepower of the world's most widely recognized and highly trafficked music destinations to help them drive revenue from their video content, on the artist's own site, as well as through the many other places that fans access their music," said Lyor Cohen, WMG's vice chairman and chairman and CEO, recorded music -- Americas and the U.K.

MTV Music Group said that over the last year, it has seen a 68% increase in unique Web visitors, and the deal further strengthens its online position.

Said Van Toffler, president of MTV Music Group: "This partnership with WMG is good for music fans, artists and the business, allowing consumers to connect directly with WMG's biggest musical artists simultaneously through music videos, interviews, exclusive archival footage, live performances and even original content we create together, truly building a musical experience for the future."
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