Snoop Dogg is up first, but soon performances from other Universal artists will be streamed live, thanks to a partnership between the music company and Control Room.

The ad-supported concerts will be stream live, for free, with Control Room sharing the ad revenue with Universal, ReutersreportsControl Room's vice-president of business affairs. "The consumer interest is there and now it's just about providing enough content."

The move is an example of how music companies are attempting to develop new revenue streams as the physical sale of CDs continues to decrease. Usually, most of the revenue from live performances goes to the artists, but the Control Room's ad-supported model allows the labels to get a cut.

Control Room has streamed over 60 live concerts, but previously had to negotiate terms with each artist. The move toward dealing with labels will give Control Room the ability to greatly expand its offerings.