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EMI agrees "social monetisation" deal

EMI agrees

The deal will help EMI to exploit new - and monetisable - ways of building fan engagement on Facebook artist pages

The first fruits of the deal are a Professor Green "Inconvenience Store" app that operates directly from the UK rapper's Facebook page.

Users can either buy "Greenbacks" or earn "Greenpoints" by watching artist videos, answering trivia questions and engaging in other aspects of Green's digital life. These are then redeemable for virtual goods.

"EMI Music is always looking to develop and support exciting new ways for people everywhere to interact with their favourite artists," explained EMI VP of digital projects Neil Tinegate.

"Live Gamer's expertise in virtual goods and engagement combined with the global reach of the Facebook platform gives our artists, starting with Professor Green, a whole range of new opportunities to reach out to and engage directly with their fans."

"EMI Music is one of the first labels to truly recognize the opportunity for new fan experiences that take full advantage of game mechanics and social monetisation opportunities," added Live Gamer president Andrew Schneider.

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