Spring Break
Microsoft ignites new program
By: Pat Xin
Issue date: 6/8/07 Section: Arts & Entertainment
Originally published: 6/8/07 at 2:36 AM EST
Last update: 6/8/07 at 2:36 AM EST
Originally published: 6/8/07 at 2:36 AM EST
Last update: 6/8/07 at 2:36 AM EST
Microsoft Corporation introduced an initiative on June 4 to promote emerging music acts across all of its digital services. The service, called Ignition, is designed to expose new artists and their music to consumers for an entire month by featuring exclusive content through Microsoft's multiple services such as MSN, Xbox Live and Zune.
The first act up is United Kingdom band Maximo Park. Their first single will be available as a free exclusive download from the Zune Marketplace while the video will be available free on Xbox Live and can be streamed through the MSN service. Microsoft will provide a custom website dedicated to the band and its activities on the Zune website and will host online listening parties of the act's current album on MSN Music. Microsoft has been working with the band to produce custom content including artist-created play lists and "behind-the-album" commentary.
"We don't want the same thing that is going out on MTV," Microsoft director of music marketing Christina Calio said.
Ignition is a result of past, successful, music promotional efforts from Microsoft.
Ignition is the accumulation of several artist promotional efforts that Microsoft has offered during the past year. Following the Zune launch, Microsoft began sponsoring artists' tours. Xbox Live offers an Artist of the Month program that includes free music video downloads, interviews and monthly "Game With Fame" sessions where gamers can compete online with artists.
The combined traffic of the MSN, Xbox and Zune properties totals about 30 million regular users, making Ignition the broadest such program available by far.
The first act up is United Kingdom band Maximo Park. Their first single will be available as a free exclusive download from the Zune Marketplace while the video will be available free on Xbox Live and can be streamed through the MSN service. Microsoft will provide a custom website dedicated to the band and its activities on the Zune website and will host online listening parties of the act's current album on MSN Music. Microsoft has been working with the band to produce custom content including artist-created play lists and "behind-the-album" commentary.
"We don't want the same thing that is going out on MTV," Microsoft director of music marketing Christina Calio said.
Ignition is a result of past, successful, music promotional efforts from Microsoft.
Ignition is the accumulation of several artist promotional efforts that Microsoft has offered during the past year. Following the Zune launch, Microsoft began sponsoring artists' tours. Xbox Live offers an Artist of the Month program that includes free music video downloads, interviews and monthly "Game With Fame" sessions where gamers can compete online with artists.
The combined traffic of the MSN, Xbox and Zune properties totals about 30 million regular users, making Ignition the broadest such program available by far.
