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Business News Deals Digital Labels & Publishers
Warner announces alliance with interactive video firm
By Chris Cooke | Published on Tuesday 23 December 2014
Warner Music has announced a partnership with Interlude, a tech set-up that specialises in creating and delivering “personalised interactive videos”. Under the deal some of Warner’s artists will work with Interlude to create “amazing and immersive experiences in real-time”, whatever that means, with the plan to sell sponsorship and advertising around the content, which may or may not also be amazing and immersive.
Confirming the deal, Warner’s COO Rob Wiesenthal told reporters: “Great videos not only complement songs, but deepen the emotional connection between artists and their fans. Interlude’s technology enables a level of seamless fan engagement that has never before been possible. This venture is both an interactive canvas for our artists and a new way for fans to share customised videos”.
Meanwhile, Interlude CEO and co-founder Yoni Bloch, himself a music maker, added: “Our team is extremely passionate about offering the most creative storytelling opportunities for today’s artists because we started out as musicians ourselves. We are thrilled to partner with the innovators at Warner Music Group, which shares our vision of all-encompassing interactivity. Music is just the beginning. As artists and creators increasingly recognise the power of interactive video, the public and advertisers will surely follow”.
Warner, once seen as the hold-out when it came to new digital platforms, has been pretty busy in the deal-making game this year. Earlier this month it was announced as the first music partner of Vessel, a new online video-on-demand service with free and subscription options that will specialise in short-form content, so is seen by many as more of a competitor to YouTube than Netflix et al.
