Online radio and social networking site Last.fm launched new feature that lets users watch customized music video channels. Martin Stiksel, co-founder of Last.fm, said the new service is an attempt by the company to capture the market for "long tail" music videos, which have never recieved their due on MTV (which Stiksel claims rotates between under 2,000 of the same hit videos).
Last.fm's new service launches with music videos from NinjaTune, Nettwerk Music Group, Domino, Warp, Atlantic and Mute. By the end of the week, the siteplans to launch an upload tool with which registered labels and bands canupload videos into the system. Videosfrom major labels EMI and Warner Music Group will bring the music video count up toapproximately 2,000, with more to come from Last.FM's remaining 20,000 partner labels and bands.
Stiksel and Last.fm's PR manager Christian Ward previewed the service for me; here are some details:
- The service works just like Last.fm's current music streaming stations; you start by typing in your favorite artist and then ratevideos as they play, to shape your station.
- Videos play continuously as opposed to YouTube's stop/start experience. Stiksel said the company is trying for a "lean back"
viewing experience.
- Videos are viewable in the normal online size or in fullscreenmode. Last.fm's audio stream (128 Kbps MP3) is higher quality thanYouTube's (64 Kbps MP3). The content licensing fee forboth streams is the same, despite Last.fm's higher bit rate.
- It's somewhat akin to the Last.fm/YouTube mash-up lasttv.net, except that labels license videos directly to Last.fm rather than uploading them to YouTube (or having fans upload them).
- No video ads are planned.
- The site currently boasts "over 20 million users," which currently makes for an approximate average of 10,000 fans for each band or label.
