Warner Music Group, Last.fm Announce Content Pact

Warner Music Group will soon integrate its content into Last.fm, according to an announcement issued Tuesday. Last.fm is a music-focused social network, one that analyzes personal collections and then delivers recommendations in the form of customized radio streams, music charts, and links to users with similar tastes. The recent deal will position Warner Music artists prominently within that model, particularly on streaming radio channels. That includes artist rotation within an existing, advertising-supported streaming solution, as well as an upcoming, premium offering. US-based consumers will experience the added catalog first, followed by European listeners.

For Last.fm, the Warner deal is a first involving a major content holder. It remains unclear if exclusives and special recordings will be part of the deal, though the Last.fm audience may merit special attention. The innovative service, which bases its recommendation methodology on existing collections, currently draws 15 million active monthly users. That popularity has stirred an experimental mood at the Warner label, one that could create more viral energy within a targeted demographic. "We want to enable fans to experience exciting ways to uncover new Warner Music artists, and to enjoy innovative approaches to customizing their digital music experience," said Alex Zubillaga, executive vice president of Digital Strategy and Business Development at WMG.