Warner Music Group Partners With Interactive Video Producer Interlude Music
December 22, 2014 at 6:40 AM (PT)
WARNER MUSIC GROUP has formed a strategic partnership with INTERLUDE MUSIC. Under terms of the deal, WMG will be the company's founding major-label partner in utilizing its technology to create and distribute interactive music video content.
This alliance with WMG will bring new sponsorship opportunities, brand integration and premium advertising to INTERLUDE’s ability to create innovative media for label artists.
The companies will jointly develop a portfolio of interactive music content along the lines of the pair's first two video projects:: COLDPLAY’s “Ink” and DAMON ALBARN's “Heavy Seas Of Love.”
INTERLUDE MUSIC will include other new formats, including interactive interviews and live performances. TREEHOUSE, its open authoring platform, provides tools to artists, filmmakers, fans and other third-parties to create and contribute interactive videos to INTERLUDE's video network..
The first two releases under the arrangement include TREY SONGZ’s “Touchin, Lovin,” featuring NICKI MINAJ, and WIZ KHALIFA’s “Stayin Out All Night.” Forthcoming collaborations include videos from CASH CASH, TREVOR JACKSON and AJR.
“Great videos not only complement songs, but deepen the emotional connection between artists and their fans,” said WMG COO ROB WIESENTHAL. “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 customized videos. INTERLUDE's video technology will allow for a level of creativity in digital brand integration that is both engaging and elegant. This is the latest in a series of WMG alliances with top-of-class emerging digital players that help set us apart from out peers."
“Our team is extremely passionate about offering the most creative storytelling opportunities for today’s artists because we started out as musicians ourselves,” said INTERLUDE CEO and co-founder YORI BLOCH. “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 recognize the power of interactive video, the public and advertisers will surely follow.”
Over the last few years, the collaborations between INTERLUDE and prominent artists have garnered wide acclaim, including this year's viral hit video for BOB DYLAN’s touchstone “Like A Rolling Stone.” The company has received dozens of awards, including numerous CANNES GOLD LIONS, CLIOs, TELLYs and UK MVA. INTERLUDE has created interactive videos for PEPSICO, FORD, SUBARU, DISNEY, MAC and INTEL, among others. INTERLUDE also recently partnered with global advertising and marketing leader WPP to offer brands custom services that leverage its platform.