MTV, Universal Call Truce in Digital Rights Battle for VMAs

Label Gives temporary break so viewers can vote on videos

MTV and Universal Music Group have kissed and made up — temporarily.

Viacom-owned recently lost its rights to stream videos from Universal artists such as Lady Gaga, Justin Bieber and Kanye West when their deal expired in July. The two companies couldn't agree on digital-advertising terms.

But according to MTV, Universal has provisionally allowed the website to publish its artists' videos strictly for the purpose of the Video Music Awards, to be held in Los Angeles on Sept. 21.T

he awards show is perhaps the premier event for popular music, a necessary stage for every label's artists. Many of this year's nominees and headliners are signed to Universal, the world's largest record label.

A significant part of the awards process allows viewers to vote online, which ends Aug. 24. Though had been proscribed from running Universal's videos, the temporary truce allows for the viewing of their videos for the voting process.


Read more at Ad Age.