BIG MACHINE TO LAUNCH VIDEO PLATFORM

American Idol may be history but Scott Borchetta still has the TV bug. Beginning in February, his Big Machine Label Group will operate an online video platform filled with video content from the label group’s talent.

Big Machine TV will offer music videos, behind-the-scenes films, interviews, announcements, contests and more. All of the label’s artists, among them Taylor Swift, Tim McGraw, Florida Georgia Line and Thomas Rhett, will have individual channels.

“Big Machine has always pushed the envelope, and we found ourselves asking, ‘is there a better way’ when it comes to syndicating our online content, pushing it onto social media, protecting it and ultimately monetizing it at the highest rate possible to benefit our artists,” said BMLG President and CEO Borchetta said.

“And the answer was ‘yes’. The Big Machine TV platform is an incredible tool to better serve our artists and their fans by delivering content when and how we want, all the while making sure the creators are compensated fairly. Now make sure the camera gets my good side.”

In making the announcement, Big Machine cited reports that found that music videos were streamed nearly 180b times last year, a rise of 8% over 2015. More details about the launch will be revealed in the coming weeks.