Set to debut domestically in 2006, Urge aims to provide an immersive music experience and will be integrated into a forthcoming version of Microsoft Windows Media Player. The collaboration unites MTV Networks’ music DNA, marketing strengths and popular MTV, VH1 and CMT brands with the technological expertise of Microsoft.
Offering two million songs from major labels and thousands of independents, URGE will encompass all musical genres, from alt-country to zydeco. It will also deliver a deep well of exclusive MTV Networks programming and original, hand-crafted content.
Urge is already said to have the support of musical superstars including Alicia Keys, Coldplay’s Chris Martin, and Gretchen Wilson.
Van Toffler, MTV Networks music group president said, With our new service, we will be able to satisfy music lovers’ urges for all things music. In many ways, Urge will serve as a ‘psychic concierge,’ introducing fans to new artists and helping them to develop a deeper connection to old favorites.
Blair Westlake, corporate vice president of media technology and convergence at Microsoft said By combining our expertise in digital media with the music leadership and marketing savvy of MTV Networks, we have created a powerful and unique way to experience music. This landmark collaboration will bring innovative new experiences to millions of music fans.
Upon its debut next year, Urge will be promoted through multiple venues, including the MTV, VH1 and CMT channels, which on average collectively reach more than 165 million viewers US, as well as through the respective brands’ web sites and Urge.com. Additional details of the new service will be unveiled in January at the International Consumer Electronics Show in Las Vegas.
