Warner Music Group has become the second major label to strike a content licensing deal with online video hub Hulu. The agreement brings music videos, concert performances, interviews and behind-the-scenes footage to artist-branded pages within the Hulu site.
The first implementation of this deal is a Muse-branded page on the Hulu site, which currently features a Saturday Night Live appeearance, several performances captured during a tour stop in Wembley Stadium, along with some interviews and deep-catalog videos. Next up are Jason Mraz and Paramore, with additional artists coming online in the new year.
The deal comes after WMG settled its licensing dispute with YouTube in September, adding a Warner-branded channel to the popular video-sharing site that features links back to artist Web sites and direct sales. It also comes just weeks after the high-profile launch of Vevo — the music video service backed by Universal and Sony, with licensed content from EMI Music and technology provided by YouTube. Warner is not yet a partner in the Vevo service. EMI in November also struck a music video licensing deal with Hulu, starting with content from Norah Jones.
Whether Sony and Universal put their music videos on Hulu as well will depend on the progress of the Vevo venture. The Vevo model serves as a syndication hub for both of the labels’ music videos.
Any site wishing to post music videos from either label will have to do so through a Vevo-branded and syndicated player that carriers the advertising Vevo sells around them. Hulu would have to strike a deal with Vevo to gain access to that content.