New technology allows for more in-depth, bespoke content behind the red button
This week, Gorillaz is the first band to launch a ‘next generation’ enhanced video for ‘Feel Good Inc.’
Using new template technology developed by MTV and its partner Ensequence, Gorillaz ‘Feel Good Inc’ is one of the first videos to use the technology’s modular capabilities that allow more in-depth, bespoke, multi-layered content to be added behind the red button.
Interactive content for the four-week ‘Feel Good Inc.’ campaign includes track info, competitions and artist biogs, as well as each band member’s audio commentary on the video.
Lisa Gower, Digital Media Manager at Parlophone, comments, “The new Gorillaz video takes the extended relationship interactivity offers and takes it a step further, giving fans a much richer experience. The new technology allows fans to get closer to their favourite artists and brings interactive content closer to the quality and choice found with the ‘extras’ on DVDs.”
For bands, the new technology means that interactive campaigns become more personalised, with better quality and greater amounts of content.
Matthew Kershaw, Head of Interactive, MTV Networks UK & Ireland, explains, "Offering greater flexibility, we now have the creative freedom to create bespoke interactive layers that complement each video and can be different depending on when the viewer accesses them, giving fans a far richer and more enhanced experience than they have had before".
Earlier this year, EMI Music UK’s Virgin Records was the first label to launch an iTV campaign to promote the Chemical Brother’s album, ‘Push the Button’. In July 2004, EMI, using MTV developed technology, launched an enhanced video on MTV for Robbie Williams’ ‘Something Beautiful’, which allowed fans to choose their own ending to the video.
About EMI Music UK – Digital Media Division
EMI Music was the first major record company to establish a dedicated Digital Media division in 1998. The division, headed up by Danny Van Emden, the Digital Media Director, is responsible for the digital activity of EMI Music UK and Ireland and its individual music labels. In addition, each of EMI Music’s record labels - EMI Records, Innocent, Parlophone, Virgin and the catalogue division - has a Digital Media Manager responsible for developing artist specific new media opportunities, promotions and web presence.
The Digital Media division develops many of the company’s digital cross-marketing and artist promotions; providing exclusive content; managing data capture and eCRM systems; and monetising EMI Music’s assets across the digital media. The division is also responsible for the EMI Music aggregate site, www.the-raft.com, which has been running for 11 years and won multiple awards.
With in house skills in journalism, programming, photography, SEO and design, the team is able to generate the right mix of copywriting and creativity to exploit a range of commercial opportunities. Working with EMI’s Commercial Digital team, Digital Media has worked with retail, brand, online and mobile organisations. This year alone, the division has agreed a number of crucial deals with high profile partners including OD2, i-Tunes, mycokemusic, Napster, Orange and Vodafone Live.
Websites developed for well-known artists include Kylie.com, Kelis.co.uk, thethrills.com, nerduk.com, thedivinecomedy.com, doves.net and jamelia.com. The team is also responsible for creating artists’ web shops, selling physical products and exclusive merchandise, as well as developing mobile shops and download platforms.
EMI Music UK is part of The EMI Group, one of the largest music companies in the world and listed on the London Stock Exchange.
MTV Networks UK & Ireland’s portfolio is comprised of nine music channels - MTV, MTV Hits, MTV Base, MTV Dance, MTV2, VH1, VH2, VH1 Classic and TMF (The Music Factory). MTV Networks’ music services are now reaching larger audiences than at any time in UK history, averaging over 17 million viewers each month according to BARB research. Collectively, they have the #1 ratings position in the market for multichannel households, regularly out rating the closest competitor by a ratio of around 2:1. MTV UK & Ireland was 2003 winner of Best Non-terrestrial Channel at the Media Guardian Edinburgh International TV Festival. MTV targets 16-34 year-olds and can be found online at mtv.co.uk, while MTV2 can be found online at mtv2europe.com. VH1 targets 25-45 year-olds and can be found online at vh1.co.uk, and TMF targets members of the entire family.
Ensequence™ is revolutionising the way advertisers, networks, channels, broadcasters, and operators interact with their viewers. Established in 2000, Ensequence is the premier provider of interactive TV software and professional services to create, test, and air interactive shows and commercials. Ensequence on-Q™ software suites reduce the time and financial commitment required to produce interactive content. Prominent interactive TV leaders such as the BBC and the Discovery Channel were first to adopt on-Q software. For more information about Ensequence, visit www.ensequence.com
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Published on: 12:00AM on 15th June 2005