MUMBAI: Warner Music Central Europe and the European video platform MyVideo today announced a partnership that will see Warner Music video content distributed through MyVideo.de in Germany, Austria and Switzerland. Effectively immediately, visitors to the site will be able to access music videos from Warner Music’s roster of international and local artists along with interview footage, concert clips and behind-the-scenes material. As part of MyVideo’s community functions, the video content will be available to view, share, comment on and add to play lists.

In addition, MyVideo will be adopted by Warner Music Central Europe as a marketing platform for wide-ranging activity such as video premieres and exclusives as well as artist pages and embedded direct-to-consumer online shops. Furthermore, the site’s registered users will be able to integrate music from Warner Music’s recorded music catalogue into content they create and upload onto the site.

Warner Music Central & Eastern Europe chairman & CEO Bernd Dopp said, “As one of the most vibrant and well-populated sites in Germany, MyVideo presents both local and global stars with a powerful promotional and discovery engine through which to grow fan-bases in the region. Our partnership enables MyVideo users to connect, create and interact with music and video content, whilst ensuring that artists and their labels are appropriately compensated for the value that music brings to the platform.“

Magic Internet GmbH managing director Manuel Uhlitzsch said, "We are pleased that with this new partnership we can deliver the users of MyVideo even more quality and choice. Our music offering now covers about 80% of the German charts and it continues to grow. With over 12,000 on-demand music clips available and the recent re-launch of our non-stop MusikTV-Player, MyVideo is re-inventing the German music TV experience."