Warner Music Group, the lone holdout among the major labels committed to VEVO, will soon have its own rival real estate on YouTube, dubbed â€śThe Warner Sound.â€ť
More than just music videos and acoustic performances, TWS will offer the kind of TV-inspired programming YouTube is targeting through its premium content partnerships with the likes of Vice and Pitchfork. One TWS show, â€śStaged,â€ť will see lyrics from popular Warner songs reinterpreted as screenplays.
Former Current TV exec Ocean MacAdams will run the channel, telling the Los Angeles Times, â€śWe are looking at the YouTube channel as an entertainment network.â€ť
Thirty years ago, the labels missed the boat on MTV, failing to charge for the music video content that stood as the foundation of the cable channelâ€™s early years. They certainly wonâ€™t be repeating their mistakes.
[via Los Angeles Times]