Mumbai: Short-form video entertainment site Metacafe has launched the Metacafe Music Channel. The channel features established artists and up-and-coming acts in the genres of Pop, Rock, R&B, Hip Hop, Country and Latin. Metacafe’s more than 38 million unique monthly viewers are invited to watch, comment on and share their favorite music videos.

"Music videos are well-suited to the short-form video entertainment environment, and we expect our new channel to prove exceptionally popular among our large and growing audience," said Metacafe vice president of content and business development Scott Bushman. "With a dynamic roster of musicians, the channel provides a breadth and depth of content to suit different viewers’ tastes, preferences and moods of the moment."

Music videos are among the most popular online video content, with 36 percent of respondents to this year’s Magid Media Futures study reporting that they frequently watch music videos online — only comedy videos, with 37 percent reporting watching frequently, proved more popular.

Metacafe has signed on to the affiliate program for Sony BMG’s MyPlay Video Network, which enables it to run a wide range of frontline Sony BMG music videos right on its own site. Additional content partners will be added to the Metacafe Music Channel in the coming months.