Last.fm is launching a new music video on demand offering, as well as a music video recommendation feature.
Indie labels Ninja Tune, Nettwerk Music Group, Domino, Warp and Mute are among the independent labels supplying videos from playback at launch. The company is in talks with Warner Music Group and EMI about licensing their video catalogs.
VOD offerings are nothing new. Portals like Yahoo and AOL already offer similar features. However Last.fm hopes to differentiate its offering by allowing users to create personalized video channels based on online audio listening habits tracked by the service's scrobbler technology.
It currently tracks playback on 45 different media players including iTunes, Rhapsody, Windows Media Player, Yahoo and Pandora.
Last.fm claims it has more than 20 million registered users and tracks over 500 million song plays per month. The company says it has metatdata on over 65 million tracks from 10 million artists.
The London-based company also recently introduced a new events section that allows users to post information about upcoming concerts and festivals. Last.fm says the number of event listings on the site has doubled in the last month to 200,000.