Warner Music Group, the lone holdout among the major labels committed to VEVO, will soon have its own rival real estate on YouTube, dubbed “The Warner Sound.”

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, “Staged,” 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, “We are looking at the YouTube channel as an entertainment network.”

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 channel’s early years. They certainly won’t be repeating their mistakes.

[via Los Angeles Times]

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