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Culture adds Universal's music videos

Social music site, acquired by CBS Interactive last year, will be streaming music videos for the first time.

This post was updated to clarify the size of Imeem compared to

Music videos from Universal Music Group's artists are now available on social music site, the companies announced Tuesday.

That will make ad-supported videos from artists like the Killers, Jay-Z, Snow Patrol, and Amy Winehouse available on, which already had a partnership to stream Universal's music catalog.

It's the first time is bringing music videos to its site, which began offering original video programming last month.

"We want to offer a video library that rivals our unparalleled music catalog, as we work towards becoming the only place you need to go to for all music-related content," co-founder Martin Stiksel said in a statement, "and this deal marks the first step towards that goal." Rival Imeem, a start-up that focuses more on playlist creation than music discovery and which pulls in either comparable or greater traffic than depending on which metrics source is used, has also been inking video deals, and the far bigger MySpace offers music videos on its MySpaceTV player.

However, the Universal Music announcement comes just a week after Warner Music Group, another major label, pulled its catalog from's music service. CBS Interactive, which acquired last year, said that a new contract is under negotiation.

Disclosure: CNET Networks, parent of CNET, is set to become part of parent company CBS in an acquisition expected to close in the third quarter.