The Warner Music Group (WMG) has announced that it will be installing video players on its online properties through a partnership with Brightcove, an Internet video pioneer.
This isn't the first deal with a big company as it recently developed Musicbox video for Sony Music. The Warner deal seems to be more ambitious at this time as it will include not only music videos, but live and original content as well.
Alex Zubillaga, Executive Vice President, Digital Strategy and Business Development, WMG, said, “We want to give music fans many different, entertainment-rich ways to experience our extensive video catalog and the new content artists are creating everyday for the digital space. Partnering with Brightcove is an important step in expanding those efforts as well as reaching consumers directly from an increasing number of digital platforms.”
One of the parts of this deal that may really take off for Warner is their reaching out to those in the online communities that have blogs, websites or regular community profiles. They are opening up their business to revenue sharing and allowing music fans to add the video 
players to their own platforms, implementing the player sharing services offered by Brightcove.
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