Rock Band set to revolutionise music, says MTV

Upcoming EA title Rock Band is set to revolutionise the way consumers experience music in the same way that music video did in the 1980's, according to Harmonix owners MTV.

In an interview earlier this week, Jeff Yapp, EVP of program enterprises at MTV, stated that he believes it's the next step forward in the evolution of music entertainment.

"In 1981 the music industry and pop culture was changed forever with the birth of MTV," commented Yapp.

"Fast forward to 2007 and MTV is set to revolutionise the music industry once again with Rock Band — an all new platform for music fans and gamers alike to interact with the music and artists they love," he said.

Rock Band will allow multiple users to play along to music online, using a set of peripherals including guitar, drums and microphone.

This new product is also indicative of MTV's focus on attracting community driven content, similar to the recently launched MTV Flux channel, which allows users to submit their own video clips and other content.

"Rock Band signifies the evolution of not only our audience but also of MTV and its media model," said Yapp.

"In today's world of social networking, instant messaging, digital downloading and blogging, Rock Band represents a significant leap towards connecting our audience through their love of music."

"It represents an entire social landscape for music fans and gamers alike to experience and enjoy music with others all over the world."

It's not just MTV that sees the potential to reach new audiences through games, with music partners EMI Music, Warner/Chappell, Rhino Entertainment, Hollywood Records, Universal Music Enterprises and Sony BMG all signing up for Rock Band.

"Due to the vastness of our catalogue and the unlimited amount of music Rock Band can use we're confident that Rhino's hits and hidden gems will be a big part of Rock Band's success for years to come," offered Mark Pinkus, senior VP at Rhino Entertainment.

Electronic Arts, MTV and Harmonix also revealed that on the run up to release the game will be promoted on MTV, VH1 and Country Music Television.