MTV S-Track is First Soundtrack Created for a Web Site; EPMD's DJ Scratch, Dame Grease and others to contribute original music.
When music fans log on to MTV.com, it'll be music to their ears. Starting today, MTV.com launches MTV S-Track, the first music soundtrack developed for a Web site. MTV S-Track plays a different song for each section of the Web site using technology designed exclusively for MTV.com by Beatnik, Inc.
"We see MTV.com and all of our music properties as venues for artists to test the boundaries of the Web," said Fred Seibert, president of MTV Networks Online. "This is one example of how we are working with artists to create an unforgettable online experience for music fans. We're working with some of the best known talent in the business to create original music for the MTV S-Track."
DJ Scratch, well know for his work with EPMD and Busta Rhymes, has just completed tracks for the new Jay-Z album and is slated to begin working on the new Michael Jackson album. "I'm excited about working on the MTV S-Track project," said DJ Scratch. "It will help people understand and learn about the art of hip-hop production."
MTV S-Track is the inaugural production of the MTV Networks Online Creative Labs, which is dedicated to experimenting with new technologies and developing new content. The Creative Labs tapped into interactive audio technology created by Thomas Dolby Robertson's company Beatnik Inc.
"When music fans come to MTV.com, they expect to hear music," said Allie Eberhardt, creative director, the MTV Networks Online Creative Labs. "Thanks to the Beatnik technology, there is finally a product that offers the look, feel and sound that matches the expectations of MTV.com fans."
Thomas "She Blinded Me With Science" Dolby Robertson is an MTV alumnus who helped define the music video landscape in the early '80s and is now breaking new ground on the Web.
"By mixing the Beatnik technology with original music, MTV.com is exemplifying the way music should be experienced interactively on the Web," said Thomas Dolby Robertson, founder and Chief Beatnik of Beatnik, Inc. "MTV.com fans can choose from a personal play list and then imitate their favorite DJs by varying the sounds, instrumentation, tempo and key."
Other artists who have signed on to produce an MTV S-Track include Dame Grease, producer of DMX breakthrough hit "Get At Me Dog, and Juxtapose," a collaborative effort with trip-hop pioneer Tricky and DJ Muggs from Cypress Hill. Underground hip-hop producer Shawn J. Period, who just completed a remix for the Beastie Boys, and Arabian Knight, who produced the first single off Genius of Wu-Tang Clan's new full-length Beneath the Surface, "Breaker, Breaker" are also creating original music for the MTV S-Track.
MTV S-Track offers a variety of musical genres including electronica, hip-hop, ambient, and pop.
MTV.com is one of the most popular music and entertainment sites on the Web and a cornerstone of the MTV Networks Online portfolio. MTV.com continually breaks new ground on the Web by experimenting with new technologies and creating cross-programming opportunities with MTV. Music fans visit MTV.com to learn about and listen to their favorite new music, watch streaming videos, and participate in MTV-only cybercasts and chats with their favorite MTV stars. MTV.com fans can also keep their finger on the pulse of the music business with the award-winning MTV News, and RealVideo clips of top stories. Yahoo! Internet Life recently named MTV.com the Internet's "Best Music News Site."
About MTV Networks Online
MTV Networks Online, a unit of Viacom (AMEX: VIA, VIAB), is a portfolio of leading Internet properties built to address every interest of today's music fan and Internet-savvy kid. The Music division of MTV Networks Online features some of the best-known online music properties including MTV.com, VH1.com, Imagine Radio and SonicNet. The Kids division features Nick.com, the number one online destination for kids, complemented by NickJr.com, Nick-at-Nite.com, Teacher.Nick.com, Gas.Nick.com, Noggin and RedRocket. MTV Networks Online is headquartered in New York with offices in San Mateo, CA and Boston.
From its headquarters in Silicon Valley, Beatnik, Inc. delivers interactive audio software technology and musical content via the Web. The Beatnik Audio Engine has been licensed to an expanding family of strategic partners, including Microsoft/WebTV, Sun Microsystems, Netscape, Oracle/NCI, Intel, NetObjects, Macromedia, and Be, Inc. Its Rich Music Format (RMF) is a platform-independent standard for music and audio on the Internet. By coupling expert engineering skills with an expanded catalogue of musical content, Beatnik, Inc. is dedicated to realizing new possibilities for interactive music and audio within multimedia and on the Internet. Beatnik, Inc. (formerly Headspace, Inc.) was incorporated in 1996 with a team of software innovators and world-renowned visionary, musician and composer Thomas Dolby Robertson.