International-focused TV and video site Viki has made a significant move into the music space, after itÂ announced deals with a number of record labels and agencies, most notably Warner Music, SEED Music Group of Taiwan and Koreaâs LOEN.
The expansion has brought thousands of music videos from hundreds of artists to the video site, Viki says, building on its existing selection of TV shows and videos that cater for worldwide audiences.
The new selection features an eclectic bunch of artists, ranging from international pop and rock stars to K-Pop figures and rappers, including Green Day, Simple PlanÂ Drunken Tiger and Brown Eyed Girls.
Given the international scope, the company will turn to its active community of fans to âcrowdsourceâ translations of the lyrics â as it does with its videos â to break the language barrier for other users, which currently number 20 million monthly visitors.
The first music content will be available in the US, Canada, Europe and several significant countries across Asia, where its Singapore-based CEOÂ Razmig Hovaghimian is domiciled.
A phased rollout will see the music selection brought to other countries and regions worldwide.
Currently, North America is responsible for 40 percent of the serviceâs traffic, while Europe accounts for around 15 percent and Southeast Asia â a particular hotspot for Korea content, as is France, curiouslyÂ â makes up 30 percent of its active users.
The rest of its userbase is spread across other markets, such as The Middle East and Latin America.The move is a natural one Hovaghimian told The Next Web, particularly for its video content from Korea, where a number of popstars are successful actors and feature in many of Vikiâs back catalogue of video content already.
For the music labels, partnering with Viki provides an opportunity to extend their reach and monetisation into these global markets, with the subtitling a particularly effective method to increase the connection with fans in emerging markets where English isnât widely spoken.
Stephen BryanÂ of Warner Music GroupÂ paid tribute to the Viki platform and the opportunity it will present the label and its artists:
Viki will help both global superstars and local talent to forge deeper connections with audiences that donât speak their language. At the same time, it offers fans a new way to champion their favourite acts and contribute to their success.
Earlier this week,Â we looked at how the K-Pop industry is using the Internet, and in particular social media, to grow its worldwide audience, and the addition of Viki will help LOEN expand its online footprint.
Won-Su Shin, CEO of the Korean label, spoke of the new of reach that Viki will provide:
Through the alliance with Viki, weâve established a foothold for spreading K-Pop throughout the world. We anticipate that many users can now share their favourite music more conveniently and that global competitiveness of Korean music will be strengthened.
The news is particularly significant for Asia and other emerging markets where Spotify, Pandora, Deezer and others are yet to open their services.
The initial pool of artists does not address this void instantly but, with Warner Music in particular on board, the move is a significant step and it again shows that Viki is focused on exploring untapped international markets.
Vikiâs most recent round of funding â its second to date â saw it raise $20 million last year. Its backers include Greylock Partners, Andreessen Horowitz, Charles River Ventures and Neoteny Labs, which provided a collectiveÂ $4.3 million in series A funding in 2010.
The company has strong links with the Korea. Its two other co-founders â CTOÂ Changseong Ho and CPOÂ Jiwon Moon â are Korean and it has an office in capital city Seoul, in addition to its locations in San Francisco and Singapore.
VikiÂ has passedÂ 1 billion videos views and its strong international focus has seen its users translate its global collection of content into close to 200 million words of subtitles, acrossÂ 150 different languages.
The company will continue its international push,Â Hovaghimian says, as it looks to add more global material, with India TV shows and drama likely to be among the new music and video content coming soon.
The CEO reveals that the company uses a dual approach of brokering big names deals and sourcing content locally on the ground. He is particularly proud of the community of dedicated fans and translators that the company has built, and the appeal that this international reach gives to content producers.
âWeâre not built like YouTube with thousands of engineers,â he explains, âbut we do use social and our community to reach out across the world.â
For an example of Vikiâs multilingual approach, hereâs âWelcome to My Lifeâ byÂ Simple Plan â part of the new music catalogue â which is available with subtitles in nine different languages; each of which has been translated by Vikiâs community.