Warner’s WMX expands into connected TV space with three music channels on Roku Channel
WMX, the artist services, media and creative content division of Warner Music Group, has partnered with Roku to launch three Free Ad-Supported Streaming TV (FAST) channels exclusively on The Roku Channel.
According to the press release announcing the partnership, the Roku channel reached an estimated 80 million people in the US in the fourth quarter of 2021.
New channels WMX Pop, WMX Rock and WMX Hip-Hop are now available to stream for free on The Roku Channel via the service’s Live TV Guide.
Warner’s foray into the streaming TV world is part of a recent trend of new music-related TV channels launching in the United States.
US subscription TV network Hulu, for example, recently added six new channels to its live TV service on music video platform Vevo.
In a note to MBW, Vevo’s President of Sales and Distribution, Kevin McGurn, said the new partnership with Hulu “continues to bring music videos back into the living room.”
According to Warner, each of the three linear live music and entertainment channels will focus on a specific genre and be programmed based on insights into consumer behavior.
Featuring music videos and concerts from Warner Music’s global artist catalog, in addition to original programming from WMG’s media brands such as UPROXX, HipHopDX, Songkick, Cover Nation, The Pit and Lasso Nation, Warner says its new FAST channels will “excite fans in a new way to experience the music that defines our culture”.
In addition, FAST channels will present exclusive new series such as Iconic Records: Life After Death, a new show centered around what WMX calls “the most iconic albums in the world,” including Notorious BIGs life after deathas well as the UPROXX series People’s Party with Talib Kweli and Fresh Pair with Just Blaze and Katty Customs.
The channels will also include holiday-themed program blocks such as Experience Bublé Christmas, Experience Sia Christmas and 12 days of music (holiday cover).
Some examples of concert footage that will be featured on the channels are New Order Live – Live by Taras Shevchenko, NYC, a Green Day Live Experience, primarily Live from the Milton Keynes National Bowl in the UK, and an Iron Maiden Experience featuring a series of live performances.
The Roku Channel was a top 5 channel on the Roku platform in the US by active account reach and streaming hours engagement for Q3 2022.
It licenses and distributes content from more than 250 partners. In addition to Roku devices, The Roku Channel is available on web, iOS and Android devices, Amazon Fire TV and select Samsung TVs.
Warner Music Group started WMX in late 2021, describing it at the time as “a next-generation services division” to “connect artists with fans and empower brands in creative, immersive, and engaging ways.”
The division included a rebranded WEA network for commercial services and marketing, and the company’s media and creative content arm.
“The FAST channel’s reach is growing rapidly, and this move allows us to reach music fans wherever they are.”
Ben Blank, WMX
Ben Blank, President, Media & Content Business, WMX, said, “We are thrilled to partner with The Roku Channel to bring our robust music video catalog and original programming to every screen.
“The FAST channel’s reach is growing rapidly, and this move allows us to reach music fans wherever they are.
“The Roku Channel has been an incredible partner, and as a leader at FAST, their ecosystem provides the perfect environment to launch our channels.”
“The Roku Channel is an industry leader at FAST, and we’re excited to partner exclusively with WMX as they enter space.”
Ashley Hovey, Roku
Ashley Hovey, Head of The Roku Channel, AVOD, added, “The Roku Channel is an industry leader in FAST, and we’re excited to partner exclusively with WMX as they enter the space.
“Music is a top content category for our users, and we look forward to helping WMX leverage the scale of The Roku Channel to bring audiences their favorite music video programs, exclusive WMX original content from in-demand artists, and more.”
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https://www.musicbusinessworldwide.com/warners-wmx-expands-into-connected-tv-space-with-three-music-channels-on-roku-channel/ Warner’s WMX expands into connected TV space with three music channels on Roku Channel