MUMBAI: Video technology company Mirriad and digital music video platform Vevo have announced a deal which will help unveil new revenues for content owners and recording artists. The agreement with Vevo was unveiled in New York with a new video from R&B singer Aloe Blacc of his song 'The Man'.

Mirriad's lead investor Edge Performance VCT, which has a creative industries fund manager Edge Investments, played a leading part in brokering the Vevo deal and advising Mirriad on it.

Mirriad is known for adding ads of brands and products seamlessly into finished programming, including catalogue programmes. It does this digitally, at the point of transmission rather than when the programme is created. This allows the advertising to be targeted by geography or demographic. Mirriad technology inserted a shot of a Levi's billboard in Blacc's video to create a native in-video advertisement.

Mirriad and Vevo will now work together on premium music video programming featured across Vevo's web, mobile/tablet and TV apps. This deal will help Mirriad's entry into both the online digital video space and the North American digital marketplace. Mirriad CEO Mark Popkiewicz said, "Vevo is an essential partner for us as we grow our brand in North America, extend our technology beyond linear television to online digital video, and offer brands a powerful new way to affiliate with the world's best video content."

Edge Investments CEO David Glick said, "Mirriad typifies Edge's investment strategy. It is an innovative company with a proven management team targeting a significant and growing market. This deal with Vevo is just the start of what we believe will be a new phase of rapid growth for Mirriad."