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Warner Music in Video Deal With Hulu; Second Label After EMI

Hulu is looking more and more like a mini-Vevo competitor: after a deal with EMI, done last month before Vevo’s launch, Warner Music (not part of Vevo JV) has just announced a deal Hulu. Among the Warner labels in the deal include Atlantic Records, Rhino Records and Warner Bros. (NYSE: TWX) Records. reported on the possibility of a deal earlier this morning. Release after the jump.

The first artist to be featured are Muse, including video from band’s appearance on Saturday Night Live’s Dec 19th episode as well as content from Muse’s tour at Wembley Stadium, interviews and catalog videos. In coming weeks, Hulu will also launch artist pages for Jason Mraz and for rock band Paramore, with more to be announced in 2010.

What’s happening here? Why aren’t EMI and Warner behaving and coming behind Vevo?

Reasons for Warner’s disaffection are well known: Edgar Bronfman’s famously squirrelly, to put it mildly, so that explains a lot of it. But beyond that, Warner has said it would like to super-distribute, instead of backing one horse, and that explains why it is staying out of JVs. Then Warner’s own troubles with Google-Youtube, and with Vevo being backed by YouTube, that probably made the sell of Hulu easier. EMI, meanwhile, is so unsure of its own future, with its own precarious financial/business position, it would rather just do simple distribution deals, and sit out of anything too involved. Hence its deals with both Hulu and Vevo. Of course, Hulu’s music content is but a tiny fraction of what Vevo has, but it has the behemoth audience Vevo doesn’t have yet.

Warner Music Group (NYSE: WMG) Announces Agreement With Hulu to Offer Music Videos and Concert Footage

New Partnership Debuts With Rich Content Offering From British Rock Sensation Muse; New Artist Pages Featuring Jason Mraz and Paramore to Launch in Early 2010
December 22, 2009: 03:52 PM ET

Warner Music Group, one of the world’s leading music companies, today announced an agreement with Hulu, an online video service that offers hit TV shows, movies and clips at and other online destination sites — anytime in the U.S. The agreement brings an artist-focused online video experience that features music videos, artist interviews, live concerts and rare behind the scenes footage from WMG’s world-renowned artists and labels including Atlantic Records, Rhino Records and Warner Bros. Records.

Warner Bros. recording artists Muse are the first artists featured under the agreement. Recently, Hulu launched an all Muse artist page ( that features the band’s appearance on Saturday Night Live’s December 19th holiday episode as well as content from Muse’s sold out tour dates at Wembley Stadium, exclusive interviews and rare deep-catalog videos.

Hulu will also launch artist pages for Atlantic’s multiple Grammy-nominated singer/songwriter Jason Mraz and for Fueled By Ramen/Atlantic’s multi-platinum, Grammy-nominated rock band Paramore in the coming weeks. More artist channels will be announced in early 2010.

In making the announcement, Michael Nash, Executive Vice President, Digital Strategy and Business Development, WMG, said, “We’re pleased to be working with Hulu as we expand our premium ad-supported video strategy to provide our artists with a customized and flexible approach to marketing and monetizing their music, by leveraging the most powerful partnerships and platforms in the industry. Hulu has been a leader and innovator in this space, and we look forward to working with them on creating compelling, content-rich artist channels that will provide a dynamic experience to their fans, while introducing our artists to new audiences online.”

Muse will launch their U.S. tour in February 2010 in support of their fifth studio album, “The Resistance,” which earned them their highest-ever debut on the Billboard album chart when it debuted at No. 3. “The Resistance” debuted at No. 1 in 20 countries around the world. Their current single, “Uprising,” has topped Mediabase’s Alternative Radio chart for the past 16 weeks, breaking the record for the longest No. 1 track at Modern Rock for 2009.

Jason Mraz most recently released an all new live CD/DVD titled “Jason Mraz’s Beautiful Mess – Live On Earth” recorded at the Chicago stop on his Gratitude CafĂ© Tour. This comes on the heels of his third studio album, the platinum-certified “We Sing. We Dance. We Steal Things.,” which has received multiple Grammy nominations, including most recently Best Male Pop Vocal Performance for “Make it Mine” and Best Pop Collaboration with Vocals for “Lucky.” Additionally Jason’s song, “I’m Yours,” set the record this year as the longest-running song on Billboard’s “Hot 100” in the 51-year history of the chart.

Paramore’s new album “Brand New Eyes” is the follow up to their 1.8 million selling “RIOT!” The album, which was produced by Rob Cavallo (Green Day, Kid Rock) and co-produced by Paramore, debuted at No. 2 on the Billboard 200 and features the hit single “Ignorance.” Paramore also contributed two songs to the soundtrack for the box office smash “Twilight,” including the Grammy-nominated focus track “Decode.” The band’s “THE FINAL RIOT!” DVD has been certified gold by the RIAA, making it the first Atlantic Records video/DVD release to be certified gold in more than 10 years. The band just wrapped up a sold out UK tour including a stop at London’s Wembley Arena.

About Warner Music Group

Warner Music Group became the only stand-alone music company to be publicly traded in the United States in May 2005. With its broad roster of new stars and legendary artists, Warner Music Group is home to a collection of the best-known record labels in the music industry including Asylum, Atlantic, Cordless, East West, Elektra, Nonesuch, Reprise, Rhino, Roadrunner, Rykodisc, Sire, Warner Bros. and Word. Warner Music International, a leading company in national and international repertoire, operates through numerous international affiliates and licensees in more than 50 countries. Warner Music Group also includes Warner/Chappell Music, one of the world’s leading music publishers, with a catalog of more than one million copyrights worldwide.

Media Contact:
Amanda Collins
Warner Music Group
(212) 275-2213
[email protected]

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