News from the Music Industry

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Called Ignition, the program is designed to expose new artists and their music to consumers for an entire month by featuring exclusive content through Microsoft’s multiple services—including MSN, Xbox Live and Zune.

The first participating act is U.K. band Maximo Park (Warp Records/Caroline Distribution). Microsoft is providing the group’s first single as a free exclusive download via the Zune Marketplace, making the music video available as a free download from the Xbox Live Marketplace and streaming the video on MSN.

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The company will host online listening parties of the act’s current album on MSN Music and provide a custom Web site dedicated to the band and its activities on the zune.net site. And Microsoft is working with the band to produce custom content—such as artist-created playlists and “behind-the-album” commentary featuring track-by-track insights and observations by band members—all available via the Zune service.

Microsoft is demanding exclusive content and hands-on participation from the artists involved. “We don’t want the same thing that is going out on MTV,” Microsoft director of music marketing Christina Calio said.

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Called Ignition, the program is designed to expose new artists and their music to consumers for an entire month by featuring exclusive content through Microsoft’s multiple services—including MSN, Xbox Live and Zune.

The first participating act is U.K. band Maximo Park (Warp Records/Caroline Distribution). Microsoft is providing the group’s first single as a free exclusive download via the Zune Marketplace, making the music video available as a free download from the Xbox Live Marketplace and streaming the video on MSN.

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The company will host online listening parties of the act’s current album on MSN Music and provide a custom Web site dedicated to the band and its activities on the zune.net site. And Microsoft is working with the band to produce custom content—such as artist-created playlists and “behind-the-album” commentary featuring track-by-track insights and observations by band members—all available via the Zune service.

Microsoft is demanding exclusive content and hands-on participation from the artists involved. “We don’t want the same thing that is going out on MTV,” Microsoft director of music marketing Christina Calio said.

Ignition is the cumulation of several artist promotional efforts that Microsoft has offered during the past year. Following the Zune launch, Microsoft began sponsoring artists’ tours. Xbox Live offers an Artist of the Month program that includes free music video downloads, interviews and monthly “Game With Fame” sessions where gamers can compete online with artists. It was an exclusive partnership with Epic Records until March.

“There are more opportunities than ever before. I would much rather be a young band right now than 10 years ago,” said Steve Schnur, referring to a time when record companies and radio station owners held the keys to what got heard.

The worldwide executive of music at Electronic Arts Inc., which is the biggest video game publisher, put a once unknown Southern California band called Avenged Sevenfold in multiple games including EA’s “Need for Speed: Most Wanted” racing game and its perennially popular “Madden” football game, which is considered prime real estate.

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The band, also known as A7X, has since gotten a Warner Bros Records contract and its songs are now familiar to millions of gamers.

Scottish indie rock band Franz Ferdinand crossed the pond, winning U.S. fans after its music was in games like “Madden NFL 2005,” soccer game “FIFA 2005″ and racing title “Burnout 3: Takedown,” said Schnur, who also led the music selection in “NBA Live 2003″—the only video game soundtrack to go platinum.

“We’re a new medium that delivers music in a new and interesting way,” said Alex Hackford, artist and repertoire manager for Sony Computer Entertainment America.

Hackford has worked with bands in all stages of development, including Stab the Matador, a young band from upstate New York.

He put them in baseball game “MLB 06: The Show.” From there, he said, the band got a booking agent and a national tour.

“You have almost a completely level playing field,” said Hackford.

These days, artists market themselves on the Internet from their bedrooms or depend on a Madison Avenue marketing firm to get the word out.

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Canadians Figure Out How To Properly Release A CD
TechDirt: There’s a really simple strategy for bands who are worried about the “threat” of file sharing: embrace and add value. That means not freaking out about file sharing, recognizing it’s going to happen anyway… and then coming up with ways to add value so that fans will want to pay you anyway. Back …