• by David Goetzl  @dgoetzl, May 10, 2007

Call it the "American Idol" effect. Possibly influenced by the success of contestants in their post-show ventures, USA Network and Yahoo have inked a deal in which the two will join forces to promote emerging artists and likely share in resulting revenues.

Under the agreement, the Yahoo Music radio operation will identify unsigned artists who garner particularly high listenership and send them to USA. The NBC Universal network will then sign them (in collaboration with Yahoo) and blend their work into its marketing and programming initiatives.

That, in turn, could open multiple opportunities--from enhancing USA's on-air product to developing potential stars in the process. Any hit-making success would also benefit Yahoo.

On the promotional front, Chris McCumber, USA's senior vice president of marketing and brand strategy, said the artists could "carve a unique sonic brand for the network." He believes this "innovative partnership has the potential to create a new model for the way musical artists are discovered and developed."

Yahoo will also promote the artists, in conjunction with music industry veteran Spencer Proffer. Jay Frank, vice president of programming and label relations at Yahoo Music, said it "is in a unique position to identify unsigned talent, and now has a partner with the reach, content and expertise to help develop the next big recording artist."

At "American Idol," the producers maintain the rights to sign the contestants, who garner wide exposure on the show to recording contracts.