p2pnet - rss feed: Microsoft milks new music
p2pnet.net news:- Bill and the Boyz think they’ve come up with a great way to milk new performers.
They’ve launched what they’re calling an “initiative” which aims to cynically exploit up-and-coming artists to popularise Microsoft’s Zune music player, promoting Xbox Live and MSN at the same time.
“Ignition will host listening parties of artists music with behind the scenes material including commentaries by the artists themselves,” says Microsoft. “All this media would be hosted on the Zune.net service in a custom web site built specifically for the artist. The combined traffic from the top three services that Ignition will be placed reaches an estimated 30 Million regular users which would make Ignition the largest artist promotion service on the planet.”
In return, Microsoft will want total control of what these emerging new artists do and how they do it, says Reuters.
“Microsoft is demanding exclusive content and hands-on participation from the artists involved,” says the story, which has Microsoft director of music marketing Christina Calio admitting, “We don’t want the same thing that is going out on MTV.”
Another, and much more satisfying, way is for new artists to Do It Themselves, launching their own web sites and using their own imaginations to get into the brand new 21st digital century music scene.
Because it’s the same now as it’s always been: cream rises to the top.
Also See:
Reuters - Microsoft Starts Ignition for Music Promotion, June 2, 2007
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