MSN Accelerates Live Music Streaming Plans

  |  September 27, 2006   |  Comments

UPDATE : Microsoft partners with the producers of Live 8 to stream more live music on MSN Video.

MSN brokered a deal with Control Room, a company formed by the producers of AOL's phenomenally successful Live 8 effort, to stream live music acts on MSN Video. The multi-year deal gives MSN exclusive online global live distribution rights.

MSN, which has hotly pursued live event streaming as a content development strategy, will carry performances from John Legend at Royal Albert Hall in London and John Mayer from Webster Hall in New York City. The company also holds the rights to stream the shows on other platforms, including Xbox 360 Live, MSN Messenger, Windows Media Player, and Windows Media Center Edition.

Advertisers will have the option to integrate in and around the content through display, text and streaming video ad units.

"By partnering with Control Room to add original, exclusive content, we are building an even deeper relationship with our global audience and creating significant new opportunities for advertisers," said Rob Bennett, GM of entertainment and video services at MSN, in a statement.

Bennett hinted about the partnership as a "knee-jerk" announcement at a public appearance at the Interactive Advertising Bureau's MIXX 2.6 event yesterday. "Experiences are blending together and the consumer is blending experiences," he said. "It is up to us to deliver content in a way they want to experience it."

Control Room was formed a year ago as Network LIVE, and has put on about 59 shows. It's partners have included AOL, XM and sports and entertainment company AEG. To signify the importance of the exclusive partnership, and the exit of its original joint venture stakeholders, the company on Tuesday changed its name from Network LIVE to Control Room. A source at the company said the name is more relevant to its business.

Music, and in particular live music events, is an area of interest for MSN and Microsoft as a whole. It sponsored the New Orleans Jazz Festival this spring, and previously dedicated space for Mark Burnett's "Rock Star: INXS. Microsoft's gaming group also began featuring Epic Records recording artists each month on Xbox Live, with unique content in high definition.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...