By Sahil Patel
Under the deal, WMG will become the “founding major-label partner” of Interlude Music, which will seek to work with musicians to create various type of interactive videos. The companies say they will jointly develop a portfolio of interactive music content featuring WMG artists. Content will span formats, from music videos to interactive interviews and live performances.
The first two pieces to come out of this deal are the videos for Trey Song’s “Touchin, Lovin,” featuring Nicki Minaj, and Wiz Khalifa’s “Stayin’ Out All Night.” Upcoming collaborations include videos from Cash Cash, Trevor Jackson, and AJR.
Going forward, WMG’s deal with Interlude will also open various sponsorship and integration opportunities for brands. Interlude has some experience on this front. The company has previously worked with advertisers like PepsiCo, Ford, Subaru, Disney, and Intel. It also recently partnered with WPP to offer custom interactive video services to the agency’s clients and partners.