Obscure startup Microsoft has launched a new program for emerging artists dubbed Ignition. According to a Reuters report, 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.”
Though the latter does not have a major footprint, both MSN and Xbox Live boast millions of subscribers. 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 also demanding that artists participate directly in the program and provide exclusive conent not available elsewhere, particularly not on MTV. The first artist signed up is Caroline/Warp act Maximo Park, and more younger bands are expected to be showcased over the next while.
Source Obscure startup Microsoft has launched a new program for emerging artists dubbed Ignition. According to a Reuters report, 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.”
Though the latter does not have a major footprint, both MSN and Xbox Live boast millions of subscribers. 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 also demanding that artists participate directly in the program and provide exclusive conent not available elsewhere, particularly not on MTV. The first artist signed up is Caroline/Warp act Maximo Park, and more younger bands are expected to be showcased over the next while.
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