The Beatles remain a glaring holdout on the iTunes Store, despite years of false rumors and repeated licensing attempts.
But instead of cracking a deal with Apple, the Beatles are now expected to license their content to Rock Band, the brainchild of MTV-owned Harmonix.
Details on the tie-up will be delivered this morning. MTV Networks sent invitations to top media contacts on Wednesday, vaguely promising an “unprecedented global music event” without offering additional details. But sources soon pointed to a groundbreaking deal involving The Beatles and the MTV-controlled game.
That would explain the cast of heavy-hitting executives. The announcement, slated for 10 am New York time, will feature MTV Networks chairman and chief executive Judy McGrath and MTV Networks Music/Logo Group president Van Toffler. Jeff Jones, chief executive of Beatles business group Apple Corps., will also be present.
The announcement closely follows the release of Guitar Hero: World Tour, a broadened release by Activision. Instead of a guitar-focused approach, the Tour challenges Rock Band by adding a microphone and drums. The gaming giants have been battling for exclusive contracts and songs, though the Beatles represent the biggest score yet. That raises questions of exactly how Viacom-owned MTV Games will position the band, though the possibilities include a dedicated, Beatles-branded release.