Internet video service Brightcove will partner with Warner Music Group, allowing Warner to distribute video content on its labels' sites, as well as those of individual artists.

Brightcove will license its video player technology, giving Warner the ability to add an embedded video player to its sites, CNET reports. The deal will allow Warner to distribute ad-supported on-demand video content to visitors for free. The player can also be embedded on blogs, on social-networking sites such as MySpace and on other websites.

Brightcove licenses its internet protocol television (IPTV) software to content distributors so they can make the content available themselves. Brightcove also provides the advertising space that earns money for the content provider.

Taking their cue from the success of video-sharing site YouTube, labels are exploring ways they can offer free on-demand video content. Brightcove's technology will allow Warner artists and labels to provide content that users want while giving the label control over how the content is distributed.