Last spring saw the debut of an online venue called YouLicense, which provided a place for independent music creators to license their tracks and clips to those who, well, wish to license music.

Whether it be for a marketing or commercial purpose, or any other purpose, YouLicense was the place to go. Since its inception in June, it seems to have grown quite a bit, and its creators are now launching a new project called VIRV.

24 Hour Live Streaming

It’s roughly described by its makers as an indie music television channel. A joint venture between YouLicense and We Are Listening, an organizer of “songwriting contests,” VIRV was launched last weekend as a live-streaming, 24-hour-a-day outlet for solely independent music video creations. 

In the press release, VIRV’s promoters describe the non-stop concoction of moving pictures as one eclectic in supply, with a clips of artists and groups ranging from stalwarts of the indie scene, like Bright Eyes, to acts like “Fujiya & Miyagi, Architecture in Helsinki, Of Montreal, Dappled Cities, Aesop Rock, Cursive, Budos Band, and more.”

Music Video After Music Video

An IPTV venture, VIRV is attractive in the way that it serves one purpose only: display music video after music video. Remember when MTV would do that very thing? Yeah, it’s kind of like that, except instead of watching Simon and Garfunkel work their harmonies, you get to see Fujiya & Miyagi, and in purported DVD-quality video, to boot.

How, you ask, do they deliver such high-quality video over one’s broadband connection? Well, rather than push those bits through, say, a Flash player embedded within one’s browser, they ask that wannabe viewers download a proprietary player – in the form of a plug-in - through which one is able to access the channel for free.

Windows only, for now. However, according to the copy on the press release, “a Mac-compatible version of the VIRV player will be released shortly.”

Go ahead, try it out. Let us know if you like it. Or don’t like it. Whatever.

Paul Glazowski is a contributing author discussing the social networking world, his work can be found on Profy.com

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