The Beatles Go Digital With MTV Games

For those not in the know, Apple Corps Ltd. is the multimedia corporation founded in January 1968 by The Beatles to replace their earlier company (Beatles Ltd.).

I received an invitation to the event on Wednesday, and the fact that my invitation was from The Beatles' Apple Corps and MTV raised a great deal of suspicion on my part. Additionally, leaked information to outlets such as the Wall Street Journal confirmed it. The Beatles join Aerosmith, Metallica, and Jimi Hendrix (Guitar Hero) and AC/DC (Rock Band) as the latest --- and biggest -- group to license its songs to a music-oriented video game.

In June, the Financial Times reported that the Beatles were in negotiation with both Activision (Guitar Hero) and MTV Games (Rock Band). It appears MTV won the battle, but not for Rock Band, but for a new game, built from the ground up.

Yes, you read that right. This will not be a Rock Band game, but a brand new game. More on that later.

I have to admit, when I joined the call, it was humorous to be placed on hold and hear nothing but music --- Beatles music, of course.

The hosts in attendance were the following:

• Jeff Jones, CEO of Apple Corps, Ltd.
• Judy McGrath, Chairman and CEO of MTV Networks
• Van Toffler, President of MTV Networks Music/Logo Group

According to Van Toffler, the project has been "blessed" by the surviving Beatles (Paul Ringo McCartney, Starr) as well as Yoko Ono Lennon and Olivia Harrison.

Alex Rigopulos, CEO and Co-Founder, Harmonix indicated this will not be a sequel or add on to Rock Band, but as I said, a new, built-from-the-ground-up custom game title for The Beatles only.

Q&A information:

The Beatles game is as yet unnamed. Unfortunately, it won't make a release this year. It will be released for next year's holiday season. No exact date, but it will be worldwide.

It will cover the entire Beatles catalog from start to finish.

Rock Band interoperability and possible Rock Band titles with The Beatles, they're not ready to discuss as yet. In fact, MTV, Harmonix and Apple Corps kept getting asked about compatibility with Rock Band gear, add-ons to Rock Band, over and over, and they kept repeating the above mantra.

In terms of this, MTV et. al. added they were not trying to be difficult, but as the game is still under development and a long way off, they can't answer a lot of the questions.

Platforms: not ready to discuss. No surprise really, the project is still far from completion.

Discussions began 17 months ago. The deal involved EMI, Sony ATV, but they only information they gave is that it's not a typical about The Beatles. As they said, "there's nothing typical about The Beatles."

While this is big news, bigger news is that this sort of deal may signal a relaxation of the Beatles so far rather strict outlook on digital distribution (yes, we are talking iTunes and other digital downloads). However, when asked about possible digital distribution , MTV was noncommittal, but indicated it was something under discussion. About the best you could hope for, I suppose.

Based on the release date, and although they have been working on a deal for 17 months, it's possible that the deal between MTV and The Beatles came to fruition --- well, just now.

Besides the information from the teleconference, here are some quotes given to the media in an emailed press release.

"The project is a fun idea which broadens the appeal of The Beatles and their music. I like people having the opportunity to get to know the music from the inside out," Sir Paul McCartney said.

"It gives me great pleasure to be part of The Beatles / Apple and Harmonix / Rock Band partnership,” said Ringo Starr. “The Beatles continue to evolve with the passing of time and how wonderful that The Beatles’ legacy will find its natural progression into the 21st century through the computerized world we live in. Let the games commence.”

“It’s cool. I love it and hope it will keep inspiring and encouraging the young generation for many decades,” said Yoko Ono Lennon.

"People are having so much fun playing Rock Band. Combined with The Beatles tracks, it is a great way to either listen or participate,” said Olivia Harrison. “If you like the music, it doesn't take much persuasion to get you to play."

If you want to hear the teleconference yourself, a replay of today’s Apple Corps and MTV announcement will be available beginning at 1:30 PM EDT through Tuesday, November 4th. To access the replay, dial 1-(888) 203-1112 (U.S.) or (719) 457-0820 (International) and enter the passcode 7847158.