Microsoft in MTV and Sony BMG deals
http://www.guardian.co.uk/media/2008/feb/05/microsoft.digitalmedia

Microsoft has struck pan-European deals with MTV International and Sony BMG to provide programme clips and music videos across its MSN Video service
The deal will see clips of shows such as South Park and music videos from artists as diverse as Elvis and Britney Spears made available via MSN Video across European countries including the UK, France and Germany.
Their target audience will be primarily under 35's, as this is the age group that has seized control on the use of the internet over the past few years. The deal builds on the wide-ranging $500m (£250m) advertising and content agreement struck by MTV owner Viacom and Microsoft in December
Microsoft's deal with Sony BMG will include thousands of music videos as well as exclusive backstage footage and interviews with the music company's artists.

I think that Microsoft is now establishing itself as a social portal, letting web users watch music videos from a variety of artists and also watch popular MTV programmes such as Cribs and Punk'd. Also this could lead to more advertising revenue being generated, as Sony are now looking at other ways of generating revenue - apart from CD sales.