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"Whenever I ask someone how they discover music online, Yahoo! Music is usually at the top of the list."
——Hollywood Records' SVP of Marketing Ken Bunt

YAHOO! MUSIC DEBUTS UNIQUE NEW "VIDEO PREMIERE" PROGRAM

The Music Website Will Debut a Brand New Video Every Day of the Working Week

Yahoo! Music has long been the #1 online destination for consumers to view music video—but today (11/1), Yahoo! takes an even bigger step forward in cementing that reputation by introducing its new Video Premiere program. From this point forward, Yahoo! is committing to offer users a brand-new video every single day of the business week—Monday through Friday. The site has instituted a destination page solely for this new program, with the page giving a full schedule of videos premiering during that week, as well as a recap of videos that debuted the previous week.

 

Kicking off today with the latest from Mariah Carey—who we've heard is quite popular—the program has commitments and confirmations for new videos over the first week or two from artists including Yellowcard, Fiona Apple, the Goo Goo Dolls, Shinedown and Daddy Yankee.

 

"All the major labels have found that video premieres on Yahoo! can be more effective than they get on television," says Jay Frank, Yahoo! Music's head of Programming and Label Relations. "Earlier this summer, another Mariah Carey video got streamed two million times during the first 48 hours. So the record labels, artists and artist management are certainly finding out that with the right video, Yahoo! can be far more impactful for premieres than any other outlet they have."

 

And the labels and marketing experts certainly agree. "Whenever I ask someone how they discover music online, Yahoo! Music is usually at the top of the list," says Ken Bunt, SVP of Marketing at Hollywood Records. "Over the last five years, they have been a key partner in breaking new acts."

 

Says Steve Rifkind of SRC: "The reaction kids have to videos on Yahoo! is nearly the same vibe I have with street marketing. The Yahoo! Music Premieres program not only gets my videos seen by a huge audience but it gives me instant feedback on how my record is going to do."

 

"The premiere videos are also getting more promotion than they have in the past," says Frank. "The Premieres page will offer users a look into what the previous premieres have been for the past week and also a calendar of videos premiering in the upcoming week. This really helps build up hype for brand-new videos and can help build up excitement on the Web.

 

"The labels also know that the key to our premieres is not just the promotion but the fact that we can target the audience. We can trace what videos certain users are watching. And that allows us to generate bigger response. It allows us to cast a wider net to be able to find the right audience. And we want to be able to offer artists a chance to have a much wider exposure than they can get elsewhere on the Internet or television. Nobody else online can make the commitment to music video plays that we can—and we're excited that doing this is going to help drive awareness, sales—both physically and digitally in our music service—and continue to cement for artists and consumers alike that Yahoo! is the #1 place to watch music videos."

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