MTV Networks and Warner Music Group announced a broad-reaching, multi-year partnership that strengthens MTV Music Group’s leadership position in the digital music category while expanding WMG’s artist-centered video strategy. The agreement also offers one-stop shopping for ad inventory around the music-related programming and music videos.
MTV Music Group will now have the exclusive right to sell advertising inventory around WMG premium music video content in the U.S. across MTV Music Group digital properties and mobile services, as well as on WMG’s growing network of proprietary artist sites and third-party affiliate sites. As part of the deal, WMG’s video views will now be counted as part of MTV Music Group’s.
In the deal, MTVN and WMG will also work together to sell advertising on WMG mobile apps and WAP sites, as well as identify sponsors for WMG artist tours and live events. MTVN will also provide WMG labels with a full range of ad sales services from their renowned ad sales and marketing teams, including marketing, strategy and planning, pipeline management and reporting, and the management of agency relationships. In addition to online and mobile opportunities, WMG artists will continue to receive exposure across MTV Music Group networks such as MTV, VH1, CMT, MTV2, VH1 Classic, Palladia and others.
Prior to this agreement with MTVN, certain of WMG’s online ad sales functions were handled by Outrigger Media. WMG will continue to work with Outrigger over the next few months as it relates to the company’s premium ad sales and explore opportunities beyond the transition with MTVN.
WMG artists will also have multiple ways to reach MTVN’s connected audience across its flagship music franchises, covering multiple genres and platforms such as MTV’s Unplugged series, VH1’s Behind the Music and CMT’s Crossroads.
This partnership comes on the heels of exponential digital growth for MTV Music Group. Over the last year, the Group has garnered a 68% increase in unique visitors. The strategy provides a comprehensive approach to music discovery across all screens and builds upon the Group’s success with traditional music videos to include artist interviews and news, exclusive live stream concerts and chats, original documentaries, music apps and social media integration.