MUMBAI: Universal Music Group (UMG) and Kyte have signed a global partnership in which Kyte will be an online and mobile video platform provider for UMG recording artists and subsidiary labels worldwide.

UMG and Kyte will also partner in the development of new interactive mobile entertainment applications to reach and engage fans on the go.The announcement was made at the MidemNet music conference.

The branded Kyte channels of UMG artists such as All American Rejects, Pussycat Dolls, Soulja Boy Tell Em and Lady Gaga, have been successful, with the artists using Kyte’s online and mobile production tools, to create and broadcast live and on-demand video content that drives fans to the artists’ online and branded mobile web destinations.

Fans are engaging with the artists for longer durations through Kyte’s interactive features, including multimedia chat, and the ability to comment and rate Kyte shows.  Fans are also building online and mobile communities by virally sharing branded Kyte channels on social networks, blogs, web sites, and mobile devices.

"We are delighted to be working with Kyte, whose innovative media platform is providing a dynamic new way to create, distribute and monetize branded video content," stated UMG executive vice president  eLabs Rio Caraeff, market-leading division responsible for digital business strategy, business development and new technology opportunities.

"We are very excited to partner with UMG," said Kyte CEO Daniel Graf. "Millions of fans around the world are engaging with their favorite UMG artists through the Kyte Platform. The artists are creating authentic, raw video content that the fans love – behind the scenes on a music video shoot, candid clips from the tour bus, collaborations in the studio – and the fans are communicating directly with the artists through our multimedia chat feature. This is what Kyte is all about; providing a platform that enables brands to easily create and distribute video content, engage with fans, and monetize."