EMI, Live Gamer Partner On Facebook Apps; U.K. Rapper Professor Green First To Benefit
EMI, Live Gamer Partner On Facebook Apps; U.K. Rapper Professor Green First To Benefit

EMI Music has stepped up its artist social network offering by teaming with e-commerce company Live Gamer to create a series of bespoke Facebook Apps specifically tailored to grow fan engagement and monetization.

U.K. rapper Professor Green is the first EMI artist to profit from the newly launched partnership. Effective immediately, fans visiting Green's Facebook page are able to launch into "The Inconvenience Store" platform, where they can purchase virtual credits called "Greenbacks." Prices come in $3.00, $5.00, $10.00 and $20.00 denominations.

Fans also have the chance to earn "Greenpoints" by watching artist videos, answering trivia questions and sharing content. Both forms of virtual currency are redeemable for a wide range of digital goods, including mixtapes, accessories and artwork. Professor Green, who is signed to Virgin Records/EMI and scored a U.K. No. 2 album with his 2010 debut studio set "Alive Till I'm Dead," is due to release his sophomore set "At Your Inconvenience" later this year.

"EMI Music is always looking to develop and support exciting new ways for people everywhere to interact with their favorite artists," said Neil Tinegate, VP Digital Projects at EMI Music. "Live Gamer's expertise in virtual goods and engagement combined with the global reach of the Facebook platform gives our artists, starting with Professor Green, a whole range of new opportunities to reach out to and engage directly with their fans," Tinegate continued

Andrew Schneider, President and Co-Founder of Live Gamer added in a statement: "EMI Music is one of the first labels to truly recognize the opportunity for new fan experiences that take full advantage of game mechanics and social monetization opportunities."

"By leveraging our e-commerce solutions that have been proven in for years in the online games industry, we're able to create a powerful direct-to-consumer experience channel to millions of Facebook fans for EMI," Schneider went on to say.

Live Gamer, which is based in New York and has offices in Palo Alto, CA and Seoul, Korea, describes itself as "the world's first combined e-commerce and advertising platform." In addition to EMI Music, its clients include Facebook, Electronic Arts, Take 2, Sony Online, Namco Networks, REAL Networks and THQ.