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MarketingVOX: AOL's venture with the Live 8 concert producers has been dissolved; instead, a new venture with MSN will produce live events online and other platforms.
The erstwhile Network Live, which produced the pioneering Live 8 concert for AOL last year, has morphed into Control Room, with cofounder and chief exec Kevin Wall announcing a pact with Microsoft's MSN to produce online events, writes the New York Times. Content from the new venture will also be distributed via other platforms, including Xbox 360 Live, MSN Messenger, Windows Media Player, and Windows XP Media Center, reports ClickZ.
The content will provide advertisers the opportunity to run display, text and streaming video ad units. "By partnering with Control Room to add original, exclusive content, we are building an even deeper relationship with our global audience and creating significant new opportunities for advertisers," Rob Bennett, GM of entertainment and video services at MSN, said in a statement.
The reportedly amicable breakup came apparently in part because Wall's partners thought the effort was not generating a return fast enough or booking enough concerts - in turn partly because record labels and performers have been hesitant to offer concerts online.
The MSN relationship officially begins Oct. 2 with an exclusive performance from multiple-award-winning singer, songwriter and pianist John Legend, live from the Royal Albert Hall in London. Also scheduled for another appearance on MSN is John Mayer, from Webster Hall in New York.
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