Universal Music Group has licensed its music videos to Kiwibox, a social-media site for teens that after quietly existing since the late '90s.
Under the terms of the agreement, Universal's music videos will begin being distributed on the "KiwiboxTV" video portal before the end of the year. Universal's labels and artists will receive a cut of ad revenue in compensation.
"Music remains one of the most important outlets of teen expression, and Kiwibox has long been a leader in promoting artists to its rapidly expanding community, " CEO Lin Daisaid in a statement. "This (Universal) partnership validates our long-standing relationship with the music industry and commitment to providing valuable content for teens."
Kiwibox's slant is that it encourages members to create videos, articles, and other content for the site; the best creations are featured in an online "magazine."
Universal appears to have embraced a wide distribution strategy when it comes to social media. Its catalog is already available on a number of social networks and youth-focused sites, including Imeem, and its U.K. arm on AOL's Bebo. The company has in social site Buzznet, and joined other major labels .