Viacom’s MTV Music Group has pacted with Warner Music Group to sell advertising for WMG’s online music videos.
MTV will now sell WMG’s ads across its digital properties and mobile services and on WMG’s proprietary artist sites and third-party affiliate sites.
MTV Music Group prexy Van Toffler told Variety the deal “allows [WMG’s] artists to get to multiple platforms with a partner who’s an expert in creating content, in creating compelling live performances – whether it be the Video Music Awards or the CMT Awards – and also connecting those artists to advertisers.”
Toffler added, “They are a very progressive label in terms of the digital space, with the wireless deals they’ve done, with the deal they’ve done to YouTube, but I think this enables them in partnership with us to become the primary player in the digital space and to connect them to multiple platforms as well.”
The deal will up WMG’s online video presence. The company is the only one of the four major music firms unaligned with Vevo, the popular video site launched by Sony Music Entertainment and Universal Music Group in late 2009.
Lyor Cohen, WMG Vice Chairman and Chairman and CEO, Recorded Music – Americas and the U.K., said in a statement, “[…T]his alliance enables us to offer our artists the marketing and sales firepower of the world’s most widely-recognized and highly-trafficked music destinations to help them drive revenue from their video content, on the artist’s own site, as well as through the many other places that fans access their music.”
As part of the deal, WMG’s video views will now be counted as part of MTV’s by video tracking firm comScore. Toffler estimated the two firms’ aggregate unique visitors at around 50 million.
The label group’s online advertising had previously been handled by Outrigger Media. WMG said it would continue to work with Outrigger over the next few months, and “explore opportunities beyond the transition with MTVN.”