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Warner Music ties with Brightcove for video Warner Music is rolling out a broadband player from internet TV company Brightcove across its artists' websites, allowing it to offer pay-per-view or ad-supported access to live performances and music videos. The deal, which follows a similar arrangement struck between Brightcove and Sony BMG earlier this year, marks the first time Warner Music has distributed its video content commercially, direct to consumers.  It underlines the extent to which the music industry has come full circle with digital media and is now embracing it wholeheartedly. Earlier this month, Warner Music, Sony BMG and Vivendi's Universal Music agreed video distribution deals with YouTube, just hours before the company's US$1.65bn purchase by Google."We want to give music fans many different, entertainment-rich ways to experience our extensive video catalogue and the new content artists are creating everyday for the digital space," said Warner Music executive VP of digital strategy and business development Alex Zubillaga. "Partnering with Brightcove is an important step in expanding those efforts as well as reaching consumers directly from an increasing number of digital platforms." As part of the agreement, Warner Music expects to reach new audiences and generate advertising revenues through a variety of new syndication partners, ranging from social networking sites and smaller, independent blogs. Jonathan Webdale 27 Oct 2006 © C21 Media 2006 
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