The Ovation Tower, a live digital media distribution kiosk and HD digital advertising platform, has officially partnered with Nederlander Concerts, MediaNet, Abbey Road Live, SeePoint Technology, Aderra Media Technologies and YCD Multimedia, according to a company press release.

An e-commerce solution for rights holders and a new platform for the live fan, the Ovation Tower is a product of Migratory Music that allows the on-site digital distribution of live concert performances immediately following the performance, as well as the artist's digital music catalog. Additionally, Ovation Towers offer promotional content and a direct-to-fan digital signage advertising platform for artists, venue partners and outside vendors.

"There is nothing comparable to the experience of a live show," Ian Murray, president of Migratory Music and inventor of the Ovation Tower platform, said in the release. "However, few artists issue live recordings, and when they do, it's generally many months after the concert has taken place. As a music fan and frequent attendee of live events, I found even the best concert experiences broken. With technology a passion of mine, I set out to develop a platform which would broaden the live experience for music fans and provide benefits to artists and multiple facets of the music industry."

The Ovation Tower completed beta testing at The Greek Theatre in Los Angeles and City National Grove of Anaheim during 2011 and has 15 kiosks installed for its second season at The Greek. Capturing a live performance on-site, the Ovation crew can produce a studio-quality live album available for purchase from the Ovation Towers before, during or after the performance, according to the announcement.

In addition to the attendee being able to order their live album anytime throughout the show, the Ovation Towers offer a hand-selected digital catalog tailored to the genre of each show with content from all the majors and many independent labels through its music licensing deal with MediaNet. The Ovation Tower has digital distribution rights to sell the artists' full digital catalog, as well as the capability to offer promotional tracks in support of new artists, photos, videos, eBooks, sponsor ads, deals and other exclusive content.

Ovation live albums are available for under $20, while digital catalog albums are sold for under $15.

With a simple touchscreen user interface and transaction time of less than a minute in most cases, consumers have the option to download the live content to their portable device via the dock or USB connectivity on the Tower console in addition to receiving a secure link via email to download their purchase at home.

Through its HD digital advertising platform, the Ovation Tower offers an additional revenue stream for artists, venues and advertisers. When five Ovation Towers are aligned, a 10-foot by three-foot HD video billboard is created, driving traffic and attention to venue schedules and sponsor advertisements, Murray said. The ads are customized on a nightly basis and tailored to the demographic, event and venue to optimally engage digital consumers and heighten awareness of upcoming events, new releases, featured advertisements and more. The Towers' HD billboards are powered by YCD Multimedia's MuVi Wall software and are customized for each venue in a configuration of one to five screens.

Read more about digital signage in entertainment venues.

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