Warner Music Group is making its artist and label web sites YouTube friendly. The music giant is using a technology from Cambridge, Mass.-based Internet TV specialist Brightcove that allows music fans

Warner Music Group is making its artist and label web sites YouTube friendly.

The music giant is using a technology from Cambridge, Mass.-based Internet TV specialist Brightcove that allows music fans to virally share select video content featured on WMG sites.

Clips originating from WMG sites now can be distributed across blogs, MySpace pages, YouTube and other viral video sites.

Both Atlantic Records and Warner Bros. Records will use the technology to offer interviews, live performances and behind-the-scenes footage of artists, in addition to music videos.

Atlantic is launching first with the Brightcove solution, offering a branded channel called “The Artist Lounge” via atlanticrecords.com. The technology will be deployed on Warner Bros. Records' site and across the official sites of many WMG artists later this year.

Videos featured in “The Artist Lounge” can be added to blogs, Web sites and other online profile pages. Viewers of the clips can also email them to friends. Additionally they can subscribe to RSS syndication feeds for updates on new content.

WMG plans to make money from the viral clips by embedding advertising in them, or by offering them on a pay-per-view basis. The label is looking into other for-pay models as well.

Brightcove entered into a similar deal with Sony BMG in July.

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