EMI Music became the first major music company to agree to distribute its music videos and concert footage on Hulu, the popular online video site.
The London company will make content available from its various music labels, including Virgin, Capitol and Blue Note.
It launches with exclusive footage of Norah Jones performing music from her new album, "The Fall," in a concert at Le Poisson Rouge in New York.
Music videos already have shown appeal for rival online video site YouTube, which is working with Universal Music Group to develop a service called Vevo, which would highlight such content on YouTube and elsewhere online.
"We think Hulu is an excellent, high-quality environment and a great place to connect with fans," Ronn Werre, chief operating officer of EMI Music North America, said in a statement.
Hulu has attracted millions of online viewers with the lure of Hollywood-produced television shows and films, which are available free of charge. Over the summer, it began experimenting with music, striking a concert deal with the Dave Matthews Band.