The new union of the two companies was created to make videos for mobile devices. The deal allows that MTV, "can create and distribute full-length music videos and original video programming for mobile devices from UMG’s industry-leading catalog of current and legendary artists."
Among the artists are Elton John, Fergie, Nelly Furtado, The Killers, Ludacris, U2, Dom Omar, Jay-Z, Juanes, Bon Jovi, Shania Twain, Sugarland, George Straight and Hinder.