Warner Music Group has teamed with Brightcove, an Internet video service provider, to distribute its video content to Web sites.
Warner will use Brightcove’s software to embed video players into Web sites for its labels —Sire, Atlantic and Elektra — as well as its individual artists. Visitors to the sites will be able to view on-demand music videos and related footage such as artist interviews and performances in a free, ad-supported form, the companies said.
Bloggers will also be able to embed the Warner content into their blogs on personal sites such as MySpace.
Brightcove, based in Cambridge, MA, licenses its IPTV software to content distributors and handles advertising space for the content provider. The company has already struck deals with Reuters and Sony Music.
Creating their own on-demand video services, CNET reported, is one way that major music labels can try to keep tabs on their own content and continue to profit from it.