Rock Game.? Rock On!

Electronic Arts formally announced their new PS3 and Xbox 360 – called “Rock Band”. This means that many key publishers have agreed to provide music “tracks” for the game. “Rock Band” is being developed with Harmonix, MTV, and equipped with “four instrument- themed controllers”. Electronic Arts stated that they have made "unprecedented deals" with the record labels, and are excited that the game will feature "master recordings from the biggest songs and artists of all time"… [from] "all genres of rock". An interesting note, several of the music publishers involved are offering access to their track catalogues alongside major music groups; for an example some tracks in the game are provided by EMI Music Publishing and Warner/ Chappell, EMI Music Warner Music Group’s Rhino Entertainment, and songs available by Hollywood Records and Sony BMG, and Universal Enterprises. Jeff Yapp of MTV hopes and stated that their vision of Rock Band will change the way people interact with music and further enjoy the songs they love. Rock Band even though I cannot conceptualize the game just yet; seems to be a great enterprise for MTV. It also sounds like a good gateway for the labels/ publishers to positively branch out to consumers- and exploit their catalogues/talent. The labels are doing a good thing here. They are acting as a friend to the youth culture in adding to the creation of the game and possibly seeing a bit of revenue from their involvement.

"By joining forces with EA and the music industry’s largest record labels and publishers, we are striving to create a groundbreaking new platform that allows people to connect with their favorite music and artists in ways they never have before. I think this kind of innovative connection with the younger generations-- game players-- is brilliant. Games are the future; it is evident all over sales analysis. The record labels are supplying music and making music lovers out of their consumers. Educating consumers that piracy is unjust is an important tactic to reinforce moral consumers. It is also key to make a music lover out of a child; therefore the child becomes a moral music consumer for life. "Harmonix CEO Alex Rigopulos commented, "Harmonix was founded to create new ways for everyone to experience the pleasure and satisfaction that comes from playing music. …MTV has given us the freedom and the resources to really swing for the fences and make the game we’ve always wanted to make." Bravo for a creative team – Lets hope Xbox 360 will meet much success at its release.