Sony Wants Bloggers to Promote Videos & Music

Sony BMG Music Entertainment wants to give bloggers free music and video to promote on their blogs. Now you won’t have to steal music videos to put on your site. But Sony will still make money.

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.

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.”

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