Lynne d Johnson

 

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10.03.07 03:05 PM

Imeem Gets Sony Into Bed -- Without any Panties

I didn't think this would ever happen -- that Sony would even play nice. But it has. From Forbes today:

"Sony BMG Music Entertainment has agreed to make its music available to online social media network imeem.com, according to sources familiar with the situation.

Representatives for imeem and Sony (nyse: SNE - news - people ) BMG declined to comment Wednesday.

Meanwhile, representatives for Vivendi's Universal Music Group and EMI Group confirmed Wednesday that they are holding talks with imeem for possible content partnerships."

First Warner and now Sony, and Independents are lining up. I mean this social network, nor many like it, could be ignored. As many of you know, I'm a last.fm fan, and nowadays when you search for any track on Google nowadays, either imeem, last.fm, or some blog come up top of the list -- even before the record label's site for the artist or recording. That's a problem with SEO on one end, but it's also another problem, though I know many of the labels are trying to build their own social networks around artists lately -- have you seen Soulja Boy Tellem?

I think old media has to learn to accept the long tail, especially the recording industry. The industry as a whole is always so resistant to each new media technology, and then eventually ends up caving in. The truth is, the industry itself will not innovate with new technologies and new methods of distribution -- so it needs to join forces with services like imeem -- and not fight them. Put down your copyright badge for one second, and recognize that the more promotion and distribution channels that exist, the more ways for people to learn about your artists and their music.

The independents definitely get it. Just check out that latest promotion for Peanut Butter Wolf.

imeem-home.gif

This is the kind of thing that labels used to do with media sites like Vibe.com or BlackPlanet.com. They used to call them listening sessions, and they were basically promotions for the artist's album. Sure, it would be a one-day feature on the day of album release or a week leading up to the release, but eventually labels stopped doing that, because they wanted to charge each site for using any copyrighted materials. Wrong move. I so hope this partnership means that labels are beginning to understand the businesses of promotion and distribution on the Web a lot more.

posted by lynne | |

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