In signing this deal, WMG becomes the first music company to use Muvee’s technology for an online service enabling users to create personalized remixes of artist videos.
Muvee will draw from WMG’s catalog of artist content to create a series of artist styles that can be used to make music video remixes – which are called muvees.
To make a muvee, users upload video clips and pictures of their own and select an artist style. Muvee’s back-end web service will then automatically synchronize and blend highlights of users’ footage with scenes from the artist music video to create a unique production.
WMG and Muvee collaborated earlier this year to let Jason Mraz fans create their own video mash-ups using footage from the artist’s original ‘Geek In The Pink’ music video. Both companies now are working together to roll the service out to artists across the breadth of WMG’s roster.
The service will be initially available at artist sites and will be advertiser-supported. The next artist site to feature Muvee will be Tori Amos. In addition, consumers will soon be able to access the muvee web-based service directly from their mobile devices.
