14 DAY TRIAL // There are several big trends in the web space at the moment and one great emphasis has lately been on media content, be it video or music. Online video is hitting the mainstream in a big way and new music services are popping up faster than the unsuccessful ones are closing down. So, it's only natural to combine the two and music video is quickly becoming a hotly disputed market. Now, with the announcement that Hulu is also starting to experiment with music videos, concerts, and other related material, it's clear that the battle is heating up in this space as well.
Since launching a couple of years ago, Hulu has seen a surge in popularity in the US, where it is available, becoming one of the most popular video services, helped by the exclusive long-form content it carries. Even though YouTube also has a lot of TV shows and similar content available, Hulu, with its specialized focus, is the preferred source for this kind of material. But this specialization has a downside and the site is now reluctant to add other types of content, like music videos, with the fear that it may alienate its core audience.
Still, it doesn't want to be left out completely so it's partnering with EMI, the smallest of the four big record labels, and launching a limited test to see how the music content is received. The material will be limited to Norah Jones music videos, all of which will be available, concert footage and some interviews, the New York Times reports. The availability of the new content is timed to coincide with Jones' new album “The Fall” launching this week.
Only content from this one artist will be accessible for now, but more videos from EMI artists will be coming over time. There has been a lot of speculation about Hulu adding music videos and it certainly looks like the right time to do it. YouTube has recently 'made up' with Warner Music Group and now carries content from all four big music labels. It's also working with Universal Music and Sony Music Entertainment to launch a music video site dubbed Vevo coming out by the end of the year. MySpace has recently launched a dedicated music video site, as well.