Sony Music Gets It (Mostly)

I received a link to this article this morning from a great friend and part-time advisor. It’s an article about how Sony Music has created a new service, called the MusicBox, that is actively encouraging bloggers to use their content as a source of inspiration.

But Sony will also actively encourage fan sites and bloggers--who are mostly used to receiving cease-and-desist letters from studios--to link to the material. Links for adding Musicbox content are displayed on the site. Individuals thus could create sites focused around certain artists by linking to video channels on the Musicbox site dedicated to them, or link to several channels which, in the aggregate, comprise the most mawkish artists (in the view of the blogger) that Sony has to offer.

…

[Jeremy Allaire says] “The media organizations are starting to embrace the idea that their library of assets can be exploited through thousands of touch points,” he said. “It is an opportunity to embrace that urge among consumers to post videos.”

Source: News.com, “Sony Music wants bloggers to promo videos, music”

I can’t say much more about what we’re planning to do with this same industry - opting to build it instead of talk about it, but I’m really pleased to see them making this move at this point in time.