Cee Lo Green, Michael Rapaport, B.o.B Among the Stars of New Warner Music YouTube Channel
Former executives from MTV and Atlantic Records are tasked with finding an audience for "The Warner Sound," which promises exclusive original content built around the label's artists.
YouTube’s roll-out of original content is picking up steam.
Today, the Google-owned company announces a slew of exclusive programs featuring such music stars as Cee Lo Green, Regina Spektor, B.o.B and Cody Simpson.
Among the launches slated for March is a channel called The Warner Sound, which promises “exclusive access to superstars, celebrities and breaking talent” along with artist interviews, rare films from the Warner vaults, live events, animated series, scripted comedy and “experimental concepts.” The channel will live-stream performances from Warner Music’s South by Southwest showcase which will include gigs by B.o.B, T.I., Dr.John, Ed Sheeran, Gary Clark Jr., Kimbra and Theophilus London.
Former MTV News vp Ocean MacAdams will serve as general manager for TWS. Phil Botti, who worked at Atlantic Records as vp video content, will serve as the executive producer of the channel.
Other content on deck includes ManTazia by Green and filmmaker Mikael Colombu, a shortform series that chronicles “the life, times and music” of the singer and The Voice judge.
Actor-director Michael Rapaport will helm a documentary series called Untitled, which also will feature WMG artists. Meanwhile, Staged takes the lyrics of popular songs and “re-imagines them as the script of a drama.” The first episode will feature the words of Gym Class Heroes.
The Live Room will feature intimate performances shot in recording studios all over the world. Promised for the premiere: B.o.B at Tree Sound Studios in Atlanta. Spektor is slated for a future episode. Countdown To ... takes a look at the final days before a hotly anticipated album comes out, and in Finding Cody Simpson, fans will be able to create their own adventure series based on the teen star.
YouTube in October announced nearly 100 new channels including ones curated by the music-focused Vice, Bowery Presents, Pitchfork and Fuse. BonnarooTV is scheduled to launch on March 13.