June 18, 2006 9:00 AM PDT

Sony Music wants bloggers to promo videos, music

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May 11, 2006
Sony BMG Music Entertainment wants to give bloggers free music and video--sort of.

The music conglomerate is promoting a new site, called Musicbox Video, that showcases videos, artist interviews, behind-the-scenes footage and other material from a broad portfolio of its artists. Want to see a film clip of Bruce Springsteen singing "The River" from the 1980 movie "No Nukes" or some clips from Franz Ferdinand? The site has it.

But Sony will also actively encourage fan sites and bloggers--who are mostly used to receiving cease-and-desist letters from studios--to link to the material. Links for adding Musicbox content are displayed on the site. Individuals thus could create sites focused around certain artists by linking to video channels on the Musicbox site dedicated to them, or link to several channels which, in the aggregate, comprise the most mawkish artists (in the view of the blogger) that Sony has to offer.

The turnabout largely comes amid a revamp of the company being conducted by CEO Howard Stringer. It is also taking place because the videos, in Flash, can't be pirated, at least not easily.

Sony also sells ads on the service. DreamWorks Animation SKG and Hewlett-Packard have already signed up to show commercials. The ads pop up before the first video plays. Roll-overs, sponsorships and other forms of advertising will likely be integrated into the system.

Thousands of touch points
The partner behind the curtain on the deal is Brightcove, the IPTV start-up founded by former Macromedia exec Jeremy Allaire. Brightcove hosts the service, sells the advertisement and writes the code that allows individuals to link to the material.

Other studios and publishers are looking at putting up similar video deals, he said.

"The media organizations are starting to embrace the idea that their library of assets can be exploited through thousands of touch points," he said. "It is an opportunity to embrace that urge among consumers to post videos."

Music and movie producers currently allow third parties to host their content, but these deals typically take several meetings and ornate contracts, Allaire stated.

Music companies have also not typically made money off videos, which for two decades, have existed to promote songs on MTV. Videos are now available on company-authorized sites, which contain ads, but traffic is sporadic. Linking essentially provides an avenue for syndication.

Brightcove also provides video hosting for the Discovery Channel, Reuters and others. Only some of them, however, are allowing for Web syndication.

Success, of course, will depend upon Brightcove's ability to meet any traffic demands and maintain security.

Customer attitudes toward Sony will also play a part. Individuals do not get to program the content on the different Musicbox channels--just the channels they add. If a site links to the Shakira video channel, for example, the site owner does not get to block out select videos or keep ones around they happen to like: Sony determines what videos will be available during certain days or weeks on the channel.

Once one of the strongest brands in the world, Sony angered customers earlier this year by installing software on consumers' PCs that exposed them to vulnerabilities. The software was loaded onto PCs through Sony BMG CDs.

Sony has also seen its once dominant position in televisions and electronic devices get eroded by Samsung, Panasonic, Microsoft, Apple Computer and others. Layoffs and other changes have been imposed in an effort to right the situation.

17 comments

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Suckerbait!,
Sucker bait!

So you as a fan, pay all expenses out of your own pocket, to promote the leading industry leach and vampire's website!

"NUTS!"

Ah, to promote one of the worst industry bloodsuckers, virus writing promoters with a known and documented history of bribery and chicanery,payola mob mentality, and the list goes on!

But then again,it shows you how very weak and shallow SONY BMG really is, in that they have become so incompetent in the promotion and selling business, that it cannot even sell it's own online music business, to even the diehard fans, who normally buy everything!

Oh well, looks like they have become a fully fledge 'ENRON' clone!
Posted by heystoopid (691 comments )
Reply Link Flag
heystoopid, EXTREMELY well said!!!
You hit the nail RIGHT on the head!
Posted by btl-jooz (81 comments )
Link Flag
Suckerbait!,
Sucker bait!

So you as a fan, pay all expenses out of your own pocket, to promote the leading industry leach and vampire's website!

"NUTS!"

Ah, to promote one of the worst industry bloodsuckers, virus writing promoters with a known and documented history of bribery and chicanery,payola mob mentality, and the list goes on!

But then again,it shows you how very weak and shallow SONY BMG really is, in that they have become so incompetent in the promotion and selling business, that it cannot even sell it's own online music business, to even the diehard fans, who normally buy everything!

Oh well, looks like they have become a fully fledge 'ENRON' clone!
Posted by heystoopid (691 comments )
Reply Link Flag
heystoopid, EXTREMELY well said!!!
You hit the nail RIGHT on the head!
Posted by btl-jooz (81 comments )
Link Flag
There's plenty of this
Sony is a little late. There's plenty of videos.
<a class="jive-link-external" href="http://www.techknowcafe.com/content/view/521/42/" target="_newWindow">http://www.techknowcafe.com/content/view/521/42/</a>
Posted by (156 comments )
Reply Link Flag
There's plenty of this
Sony is a little late. There's plenty of videos.
<a class="jive-link-external" href="http://www.techknowcafe.com/content/view/521/42/" target="_newWindow">http://www.techknowcafe.com/content/view/521/42/</a>
Posted by (156 comments )
Reply Link Flag
Oh wait...
So fans posting and spreading your content is a GOOD thing?

"I hate to be a dick, but I told you so."

However I think the restrictions are a bit draconian and will not be interesting to many, but at least it's a nod to what we all know already... the fans are the best asset for a content company, not the biggest enemy.
Posted by skeptik (590 comments )
Reply Link Flag
Oh wait...
So fans posting and spreading your content is a GOOD thing?

"I hate to be a dick, but I told you so."

However I think the restrictions are a bit draconian and will not be interesting to many, but at least it's a nod to what we all know already... the fans are the best asset for a content company, not the biggest enemy.
Posted by skeptik (590 comments )
Reply Link Flag
we choose!!
is basically Sony's concept here. No, you cannot choose what video you link to, instead link to a 'channel' and we'll show what the hell we want!

This is NOT going to work for most people who post videos. They want to post the videos THEY LIKE not the ones the industry wants them to show.

Almost a good idea but like everything else Sony had to get involved and turn the golden goose into pate!
Posted by The user with no name (259 comments )
Reply Link Flag
we choose!!
is basically Sony's concept here. No, you cannot choose what video you link to, instead link to a 'channel' and we'll show what the hell we want!

This is NOT going to work for most people who post videos. They want to post the videos THEY LIKE not the ones the industry wants them to show.

Almost a good idea but like everything else Sony had to get involved and turn the golden goose into pate!
Posted by The user with no name (259 comments )
Reply Link Flag
ANYthing Sony should be BOYCOTTED after
finding out what they REALLY are! The rootkit fiasco was only a CLUE... Just look at what they've been found out to have also included within their 'business code'!!! (read heystoopid's post :| ).

Sony is only DESPARATE because they know they've been found out. I wonder which OTHER companies are doing the exact SAME thing who simply haven't been exposed like Sony has...............
Posted by btl-jooz (81 comments )
Reply Link Flag
ANYthing Sony should be BOYCOTTED after
finding out what they REALLY are! The rootkit fiasco was only a CLUE... Just look at what they've been found out to have also included within their 'business code'!!! (read heystoopid's post :| ).

Sony is only DESPARATE because they know they've been found out. I wonder which OTHER companies are doing the exact SAME thing who simply haven't been exposed like Sony has...............
Posted by btl-jooz (81 comments )
Reply Link Flag
Sony wants too much!
Boycott Sony
Posted by Stan Johnson (322 comments )
Reply Link Flag
Sony wants too much!
Boycott Sony
Posted by Stan Johnson (322 comments )
Reply Link Flag
What about iTunes Music Store?
iTMS is the leading source for viewing and downloading videos, so it is odd for the article not to mention it. iTMS will obviously be the main compeitor for Sony's initiative.

Also, why did CNET hire someone so grammatically challenged to write content?
Posted by J.G. (837 comments )
Reply Link Flag
What about iTunes Music Store?
iTMS is the leading source for viewing and downloading videos, so it is odd for the article not to mention it. iTMS will obviously be the main compeitor for Sony's initiative.

Also, why did CNET hire someone so grammatically challenged to write content?
Posted by J.G. (837 comments )
Reply Link Flag
Hi Everyone here,

the above post seems to be Great,i would like to share a site from where you can download music videos for free at your local harddisk,the best part of it is that you can get youtube videos for free,just copy the link and paste it at this site http://favoritemusicvideo.com/

hope you all will like the site feature,

with Regards,

Prasun
Posted by akhilesh1234 (2 comments )
Reply Link Flag
 

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