• by Wayne Friedman , June 30, 2010

The joint effort gives MTV Music Group the exclusive right to sell ad inventory around Warner Music's premium music video content in the U.S. across MTV Music Group digital and mobile services, as well as Warner Music's proprietary artist sites and third-party affiliate sites.

In turn, Warner Music Group's artists gain marketing and promotional access to MTV Networks' music franchises and platforms, including MTV's "Unplugged" series, VH1's "Behind the Music" and CMT's "Crossroads."

"This alliance enables us to offer our artists the marketing and sales firepower of the world's most widely recognized and highly trafficked music destinations to help them drive revenue from their video content, on the artist's own site, as well as through the many other places that fans access their music," stated Lyor Cohen, vice chairman, and chairman/CEO of Recorded Music, Americas and the U.K., for Warner Music Group.

Van Toffler, President of MTV Music Group, said the partnership with WMG is "good for music fans, artists and the business, allowing consumers to connect directly with WMG's biggest musical artists simultaneously through music videos, interviews, exclusive archival footage, live performances and even original content we create together." He called the teaming an opportunity to build "a musical experience for the future."

MTV and Warner Music Group will also work together to sell advertising on mobile apps and WAP sites, as well as identify sponsors for WMG artist tours and live events.