IPC Inspire launches video platform for NME
IPC Inspire, publishers of NME, have launched a new standalone site for the brand, titled NME video.
The site aims to showcase he depth and quality of NME’s interview content as well as a wide range of current and contemporary music videos.
While NME’s main website will still feature video content, NME Video will be an expanded one stop shop for the brand’s 15-year video archive.
TED @ Mediacom is the exclusive launch partner, making Universal Music Group the sole advertiser during NME Video's first month.
The new site features music video exclusives, interviews with exciting new artists, as well as established icons such as Arctic Monkeys and Kasabian. It also features unrivalled archive material, from a fresh-faced Muse accepting their first NME Award in 2000, to interviews with the likes of Coldplay.
“Quite simply, we found we were producing so much fantastic video content each week, we’d run out of room for it all, said Luke Lewis, editor of NME.COM.
“We wanted to give our videos room to breathe. Thus, NME Video is designed to be a luxurious backdrop for the best music, and a place users will want to linger.
“It’s also a more social space, where users can rate videos, leave comments and share with their friends.”
Group digital editor Anthony Thornton, who oversaw the project, added: “With online video becoming the de facto digital entertainment experience for a growing number of internet users, it is only right that NME.COM has developed an innovative product for an audience which consumes videos in a markedly different way to even their elder siblings.”
The launch of NME Video follows hot on the heels of recognition at this year’s Association of Online Publishers (AOP) Awards, where IPC Media was highly commended in the Video on Demand category. Judges applauded “impressive results from a small central team making strong video feel different across different brands.”