WMX, the artist services, media and creative content division of Warner Music Group, has partnered with Roku to launch three FAST (Free ad-supported streaming TV) channels exclusively on The Roku Channel.
Accoriding to the press release announcing the partnership, the Roku Channel reached an estimated 80 million people in the US in Q4 2021.
The new channels, WMX Pop, WMX Rock, and WMX Hip-Hop, are now available to stream for free on The Roku Channel through the service’s Live TV Guide.
Warner’s foray into the world of streaming TV forms part of a recent trend of new music-related TV channels launching in the US.
US subscription TV network Hulu, for example, recently added six new channels to its Live TV service from music video platform Vevo.
In a statement provided to MBW, Vevo’s President of Sales and Distribution Kevin McGurn said that its new partnership with Hulu “continues to put music videos back in the living room”.
Warner says that each of the three music and entertainment live linear channels will focus on a specific genre and will be programmed based on insights around consumer behavior.
Featuring music videos and concerts from Warner Music’s global catalog of artists, in addition to original programming from WMG’s media brands including UPROXX, HipHopDX, Songkick, Cover Nation, The Pit, and Lasso Nation, Warner says that its new FAST channels “will give fans a new way to experience the music that’s defining our culture”.
Additionally, the FAST channels will premiere exclusive new series like Iconic Records: Life After Death, a new show centered around what WMX says are “the world’s most iconic albums”, including Notorious B.I.G’s Life After Death, as well as UPROXX series People’s Party with Talib Kweli and Fresh Pair, starring Just Blaze and Katty Customs.
The channels will also feature holiday-themed programming blocks such as Experience Bublé Christmas, Experience Sia Christmas and 12 Days of Music (Holiday Covers).
Some examples of concert footage to be featured on the channels include New Order Live – Live from Taras Shevchenko, NYC, a ‘Green Day Live Experience’, primarily Live from Milton Keynes National Bowl in the UK, and an Iron Maiden Experience which will feature a number of live performances.
The Roku Channel was a Top 5 channel on the Roku platform in the US by active account reach and streaming hour engagement in Q3 2022.
It licenses and distributes content from more than 250 partners. In addition to Roku devices, The Roku Channel is available on Web, iOS and Android devices, Amazon Fire TV, and select Samsung TVs.
Warner Music Group launched WMX in late 2021 and described it at the time as “a next-generation services division” to “connect artists with fans and amplify brands in creative, immersive, and engaging ways”.
The division included a rebranded WEA commercial services & marketing network, as well as the company’s media & creative content arm.
“The FAST channel space is expanding rapidly, and this move enables us to further reach music fans everywhere they are.”
Ben Blank, WMX
Ben Blank, President, Media & Content Business, WMX said: “We’re extremely excited to partner with The Roku Channel to bring our robust music video catalog and original programming to every screen.
“The FAST channel space is expanding rapidly, and this move enables us to further reach music fans everywhere they are.
“The Roku Channel has been an incredible partner, and as the market leader in FAST, their ecosystem provides the perfect environment to launch our channels.”
“The Roku Channel is an industry leader in FAST, and we’re thrilled to partner exclusively with WMX on their entrance into the space.”
Ashley Hovey, Roku
Ashley Hovey, Head of The Roku Channel, AVOD, added: “The Roku Channel is an industry leader in FAST, and we’re thrilled to partner exclusively with WMX on their entrance into the space.
“Music is a top content category for our users, and we look forward to helping WMX harness The Roku Channel’s scale to bring audiences their favorite music video programming, exclusive WMX original content from in-demand artists and more.”
Music Business Worldwide