MUMBAI: Music label company Universal Music Group (UMG) entered an agreement with Facebook's video-on-demand platform Screenburn Media for long-form visual content video campaign.

London-based start-up Screenburn Media enables streaming of long-form visual content from a Facebook page, so it will stream Universal Music's concert films and music documentaries through Facebook. It would begin with titles like The Smashing Pumpkins and INXS in the fall of 2014.

The Smashing Pumpkins concert 'Oceania: Live in NYC' is the first Facebook release under the new deal. During the performance at Brooklyn's new Barclays Centre in December 2012, the alternative rock band performed their album 'Oceania' in its entirety followed by a selection of greatest hits from their catalogue. The Facebook premiere of the concert film has been timed to support the deluxe reissue of The Smashing Pumpkins' seminal album 'Adore'.

Screenburn founder and director Tom Raffe added, "We're thrilled to be working closely with Universal Music to release key concert films on Facebook. One of the major advantages of Screenburn, as a platform, is that we're able to connect fans with content on an artist's page and monetise that audience. Fans are all looking to consume music in different ways these days and it's essential to listen to what fans want and make sure you're delivering a service on the platforms they're using every day."

Universal international strategic marketing SVP Andrew Daw said, "We're always looking for new platforms to deliver our long-form audio-visual content to music fans world-wide. Universal Music sees real value in working with start-up businesses who share our passion for music. We're looking forward to a productive partnership with Screenburn."

Screenburn Media has already streamed concert films of artistes like Katy Perry, Paul McCartney and The Rolling Stones. It has recently secured $500,000 in angel investment in addition to board appointments of high profile industry figures.