Warner Music Group has cut a deal with Internet video service Brightcove in order to be able to distribute its video content catalog on its own Web sites–and profit from it.
In the partnership, announced Thursday, Warner Music Group will use Brightcove’s software to embed Web-based video players in the sites for its labels–which include Sire, Atlantic, and Elektra–as well as its individual artists. Visitors to the sites will be able to view on-demand music videos and related footage like artist interviews and performances in a free, ad-supported form.
Additionally, Web media enthusiasts will be able to embed the content into their blogs, Web sites, or profiles on social networking services like MySpace.
The Cambridge, Mass.-based Brightcove, which was founded in 2004 by a former CTO of Macromedia, licenses its Internet Protocol television (IPTV) software to content distributors so they can make it available without the need for a third-party service. In addition, Brightcove handles the advertising space that will eventually earn money for the content provider. The start-up has already struck deals with such companies as Reuters and Sony Music for its Musicbox Video service.
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