Gather.com, a social networking community designed for adults, has formed a partnership with Columbia Records to provide content for a new music channel added to the site.
Columbia will develop Gather.com's new music channel to promote its artists, new releases and other original content. Artists signed to the label will participate in online chat sessions with Gather.com members.
The deal is part of a larger Gather.com content initiative consisting of multiple new content channels, including books, food, health, money and movies. Additional content partnerships include Harvard Health Publications, Publishers Weekly and McGraw Hill Professional.