Nettwerk Music Group has recently announced a partnership with Intent MediaWorks to help them with their digital distribution strategy. This alliance will position content across websites, file-sharing networks, and social networking destinations. The overarching aim of the deal is to distribute licensed content across numerous platforms and environments.
Nettwerk, a Vancouver-based company, is headed by Terry McBride, an oft-outspoken music manager. The company has a roster that includes well-known artists such as Sarah McLachlan, Barenaked Ladies, and Avril Lavigne.
While specific artist strategies and plans were not discussed, the partnership is expected to blend promotional and e-commerce needs. The group plans to follow distribution patterns and behaviors within different environments and use market intelligence to better understand artist audiences. This includes the all-important P2P arena.
“File-sharers represent behavioral marketing at its best and should be embraced,” said Les Ottolenghi, chief executive of Intent MediaWorks. “Intent brings much needed structure to the P2P market with a platform for legal, profitable, and consumer-friendly distribution of digital entertainment.”
The music industry has been grappling with the issue of file-sharing for years. Many music industry executives have taken a hard line against file-sharing, viewing it as a threat to their business model. However, McBride and Ottolenghi seem to take a more nuanced approach, seeing the benefits of file-sharing and looking for ways to work with it rather than against it.
“The job of the record company and manager is to get the music in front of every audience possible,” said McBride. “[Intent] combines the promotional, marketing, and revenue tools necessary for artists to take control of their art and career.”
Intent MediaWorks is a digital distribution and marketing company that specializes in helping content owners to monetize their digital assets. The company provides comprehensive digital distribution services, including content management, marketing, and distribution across multiple platforms.
With this partnership, Nettwerk hopes to expand its reach and get its artists’ music in front of more audiences. The music industry has gone through a lot of changes in recent years, and digital distribution is a crucial part of the modern music business. By partnering with Intent MediaWorks, Nettwerk is positioning itself to take advantage of the latest technologies and distribution channels.
The deal between Nettwerk and Intent MediaWorks was announced on Tuesday, and it will be interesting to see how it plays out in the coming months. The music industry is a notoriously difficult and competitive business, but McBride and Ottolenghi seem to be taking a forward-thinking approach that could pay off in the long run.
In conclusion, the partnership between Nettwerk Music Group and Intent MediaWorks is a significant development in the world of digital music distribution. By working together, the two companies hope to position themselves to take advantage of the latest distribution channels and technologies. McBride and Ottolenghi’s nuanced approach to file-sharing is a refreshing change of pace in an industry that has often taken a hard line against it. It will be interesting to see how this partnership plays out in the coming months and whether it proves to be a successful strategy for Nettwerk and its artists.
Story by news analyst Alexandra Osorio.