Under the terms of the deal, WMG will be the ‘founding major-label partner’ of Interlude, which will create and distribute interactive music video content.
Interlude’s technology can create personalised interactive videos that the company says ‘offer viewers an amazing & immersive experience in real-time’. The firm hopes the Warner deal will instigate a rise in sponsorship opportunities, brand integration and premium advertising.
WMG and Interlude have previously collaborated on two projects: Ink by Coldplay (pictured) and Damon Albarn’s Heavy Seas of Love.
Interlude says it will embrace new interactive products including artist interviews and live performances. Treehouse, Interlude’s open authoring platform, provides tools to artists, filmmakers, fans and others to create and contribute interactive videos.
“Great videos not only complement songs, but deepen the emotional connection between artists and their fans,” said Rob Wiesenthal, Chief Operating Officer/Corporate, WMG. “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 Warner Music apart from its 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 Yoni Bloch, CEO and co-founder of Interlude.
“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.”
Founded by Israeli musician Yoni Bloch and his band, Interlude is backed by Sequoia Capital, Intel Capital, NEA, Marker and Innovation Endeavors.Music Business Worldwide