Warner Music Group has joined EMI in licensing its music video catalog to the French-based Dailymotion online video service. The deal covers the U.S., Europe and Africa, allowing Dailymotion users to view Warner videos on-demand, which includes music videos, concert performances and artist interviews, as well as create and share their customized video playlists.
Dailymotion is an ad-supported service. Similar to Warner's video licensing deals with YouTube, the label will control all ad sales and will display all videos with special Warner branding designed to drive traffic back to each artists' Web site. Warner content should start appearing on the service in about a month. From the release:
"Outside the US, Warner Music and Dailymotion will collaborate on the sale of targeted advertising and approved sponsorships embedded in the video experience, with Warner Music leading these sales inside the US. Warner Music will also have access to the editorial sections surrounding the videos, providing its roster of artists with additional promotional opportunities.
"We are delighted that our large and growing repertoire of quality music videos includes content from Warner Music Group, Universal Music Group, EMI and leading independent The Orchard," said Joy Marcus, General Manager of Dailymotion US." This breadth and depth of repertoire is a big win for our users who, quite simply, love music. Advertisers will also be pleased with new opportunities to reach a large audience of highly-engaged music fans."
"Dailymotion understands that offering official artist content is one of the most powerful ways to attract an interested, interactive audience. This partnership further strengthens our premium video strategy, which provides our roster of artists a flexible, wide-reaching distribution footprint through which to monetize and promote their music. At the same time, it builds our ability to present brands with a spectrum of possibilities for connecting with a diverse online population," said Leanne Sharman, Vice President, Commercial Development, Warner Music Europe
Dailymotion has almost doubled its global and US audience in the past year while vastly expanding its library of premium and independent music video, film, TV and short video content."
For more on Dailymotion see the new edition of Billboard magazine.
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