Warner Music Group has tapped MTV Music Group to sell advertising on all its digital platforms. The deal includes all WMG artist-branded websites, music videos (such as its custom YouTube channel), mobile services and other digital initiatives in the U.S.

This is a big step up in partnership clout for WMG, who previously relied on Outrigger Media to sell online ads. WMG says Outrigger will continue to handle certain functions “over the next few months” and will “explore opportunities beyond the transition” to MTV.

The deal not only gives MTV exclusive rights to sell ads around WMG’s digital content, all of WMG-related music video views will count towards that of MTV. This will only help MTV’s digital strategy as it continues to compete against sources of online music videos that in recent years have eaten its lunch, such as YouTube and Vevo.

MTV is boasting an 68% increase in unique visitors in the last year to its online properties. But newcomer Vevo is still beating it in terms of overall video views, according to May data from comScore, with 430 million streams compared to MTV parent company Viacom’s 347 million streams.
Other elements of the deal include selling advertising on WMG mobile apps, and working together to land sponsors for artist tours.