According to Billboard, Microsoft US will today launch a new initiative designed to promote emerging music talent across its entire digital network - including MSN, Xbox Live and the Zune Marketplace.
The first act to be promoted by the programme, to be called Ignition, will be those Maximo Park fellas. A track from the band will be made available for free download via the Zune Marketplace, while a video will be available for streaming via MSN and for free download via Xbox Live. Exclusive 'behind the album' content will also be made available via a bespoke microsite on the Zune service, plus 'online listening parties' of the band's current album will be staged on MSN Music.
The bespoke and exclusive content is seemingly a key part of the programme as far as Microsoft is concerned. Billboard quote Microsoft's Director Of Music Marketing, Christina Calio, as saying: "We don't want the same thing that is going out on MTV".
The new programme does not replace existing artist based promotions run on Microsoft's various platforms, but it is reportedly designed to be the company's "flagship" music offering. And with over 30 million regular users using MSN, Xbox and Zune, it is easy to see why labels will want to participate.