Machinima – Quickly & Effectively Market an Artist or Band to the “Gamer” Demographic

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In the ever-changing music industry it’s hard to keep up on everything, especially when it comes to new media. If you work for a record label, manage bands or are in a band yourself, here is some useful information that may help you reach some new ears. Did I say some? I meant THOUSANDS!!

The Machinima.com Network serves over 57 million video views per month to over 20 million unique visitors and is considered to be “The Entertainment Network for the Gaming Generation”.

In April 2009, The Machinima.com Network launched a new series of original content in the form of 90-second music montages, also referred to as “Video Game Music Videos”. This original content has helped record labels and unsigned artists/bands expose their music to a worldwide gamer audience in an organic and non-intrusive way – while also increasing potential revenue and viral marketing. This lifestyle demographic primarily consists of males, ages 14-34.

Simply put, this video content features 90-seconds of engaging footage from a popular video game accompanied by music supplied by a record label or artist/band. The content is initially featured on the Machinima.com Network and lives online indefinitely, capable of reaching over 100,000 views.

With 91% of Machinima.com’s audience claiming to have discovered new music from a video game, it’s quite obvious that this audience is not in the habit of seeking out new music. With this new marketing/advertising vehicle, viewers are able to discover new music while watching the content they desire.

Sometimes the viewer is familiar with the artist in some way; this further strengthens the relationship between them. If the viewer likes what he/she hears, he/she is provided with the simple tools to explore more content and/or purchase music – as this audience dislikes having things “pushed” on them. The viral aspect is also immeasurable as this content can be linked to and/or embedded anywhere online.

As a Label 2.0 member, we have made a partnership with Machinima.com that gives you special pricing for the music montage program through April 30th, 2010!

Simply email the Director of Music Advertising at max.wallis@machinima.com and request information on Machinima.com’s Music Montage Program.

Be sure to mention in the email subject line “Label 2.0 Member”. They will verify that you are a member after contact.

Here are some example videos, followed by the official Machinima media kit.

Call of Duty Modern Warfare 2: Still I Rise w/ music by Shadows Fall (uploaded 11/02/09 – already over 82,900 views!)

AiON: The Great Divide w/ music by VNV Nation (over 100,000 views!)

Batman Arkham Asylum: Blood of the Queen w/ music by Jameson (unsigned/indie)

Halo 3: In Spite of This Life w/ music by Citizen Rising (unsigned/indie)