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.
The Cambridge, Mass.-based Brightcove, which was Musicbox Video service.by a former , 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 and for its
Creating their own on-demand video services is one way that major music labels can try to keep tabs on their own content and continue to profit from it--a difficult task in the era of YouTube. But now that the video free-for-all has beenand the future of its reportedly unprofitable current business model , content providers as well as are trying to capitalize on what they see as a golden opportunity.