EDM entertainment company OneBeat and Microsoft are teaming up for an app that will stream exclusive concerts, behind-the-scenes footage and other electronic dance music coverage across the Xbox Live and Xbox 360 platforms. The app is set for a late spring debut and was introduced to advertisers this week during CES.
As an online content and advertising network built around EDM, OneBeat has already teamed with Steve Aoki, Fedde Le Grand, Digitalism and the Winter Music Conference for original content and events on its YouTube channel, working with brands like Trident on custom programs as well. The app is expected to be a part of this year's Newfronts, a series of online video "upfront" presentations in New York designed to give advertisers a first look at upcoming sponsorship opportunities. Last year's event series saw participation from music and video companies like Vevo and YouTube, the latter of which featured Jay-Z as a headlining performer at its packed event.
Mikhail LaPushner, CEO of OneBeat, told Billboard.biz that the app has already received strong feedback from top-level advertisers and ad agencies, including Omnicom's OMD and Publicis' Starcom, as more brands across multiple product categories start to incorporate EDM into their strategies and help contribute to an industry valued at $4 billion in 2012. "Like rock 'n' roll and hip hop before it, EDM is now the dominant soundtrack of the global youth audience," LaPushner added in a statement.
Ross Honey, general manager of Xbox Live Entertainment and Advertising, added, "Our mission has been to make the entertainment people love more amazing on Xbox. Teaming with OneBeat allows us to further that mission by creating a one-stop EDM destination for fans to celebrate and explore their passions on Xbox."