Warner to transform user-generated content

MUMBAI: Warner Music Group Corp. has inked a strategic business agreement with muvee that gives users a quick, easy and legal way of weaving their personal video clips and photos into original artist music videos, tour footage and behind-the-scenes concert reels.


In signing this deal, WMG becomes the first music company to use muvee’s technology to enable fans to engage and interact with their favorite artists in a completely new way that will transform consumers’ experience of user-generated video creation and sharing.


muvee will draw from WMG’s extensive catalog of premium artist content to create a series of special artist styles that can be used to make music video remixes — which are called muvees. To make a muvee, users simply upload video clips and pictures of their own and select an artist style. muvee’s back-end Web service will then automatically synchronize and blend highlights of users’ footage with scenes from the artist music video to create a unique finished production.


WMG and muvee collaborated earlier this year to let Jason Mraz fans create their own video mash-ups using footage from the artist’s original ‘Geek In The Pink’ music video. Both companies now are working together to roll the service out to artists across the breadth of WMG’s roster. The service will be initially available at artist sites and will be advertiser-supported. The next artist site to feature muvee will be Tori Amos, with more artist projects to follow across a range of genres and territories. In addition, consumers will soon be able to access the muvee web-based service directly from their mobile devices.


Last month muvee launched its own online video mixing site at www.muveemix.com. This free web service lets users automatically create finished video mixes out of their uploaded videos, pictures and music.


This announcement highlights Warner Music’s commitment to innovation in the digital space. In September, WMG entered into an agreement to distribute on YouTube the library of music videos from WMG’s world-renowned roster of artists as well as behind-the-scenes footage, artist interviews, original programming and other special content.

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