Microsoft Launches 'Ignition' To Promote New Artists
June 4, 2007 at 6:42 AM (PT)
MICROSOFT is introducing an initiative on today to promote emerging music acts across its digital properties. Called IGNITION, the program is designed to expose new artists and their music to consumers for an entire month by featuring exclusive content through MICROSOFT's multiple services, including MSN, XBOX LIVE and ZUNE.
The first participating act is U.K. band MAXIMO PARK. MICROSOFT is providing the group's first single as a free exclusive download via the ZUNE MARKETPLACE, making the music video available as a free download from the XBOX LIVE MARKETPLACE and streaming the video on MSN.
MICROSOFT is demanding exclusive content and hands-on participation from the artists involved. "We don't want the same thing that is going out on MTV," ZUNE Director of Music Marketing CHRISTINA CALIO said. "The IGNITION program is designed to help artists connect with a substantial consumer audience. Consumers are looking for ways to find new music, and IGNITION helps connect artists with potential new fans by giving them multiple opportunities to listen to, watch or read about the artist across MICROSOFT's online platforms."