Warner Music Group recently announced its new partnership with YouTube.com, giving the website access to music videos, behind-the-scenes footage, interviews and original programming from artists under the Warner Music Group roster.

YouTube users will also be able to incorporate music from Warner’s catalog into the videos they create and upload.

Both parties will generate and share revenue created by advertising, which will be featured around the videos.

“Partnering with Warner Music Group is one of the most significant milestones for our company and our community, and shifts the paradigm in this new media movement,” said YouTube CEO and co-founder Chad Hurley via a statement. “By providing a new distribution opportunity, we are paving the way for media companies to harness the vast financial potential of user-generated content on YouTube.”

Also as part of the deal YouTube will use a new advanced content identification and royalty reporting system, set for release by the end of the year, to identify the music videos and help manage payment to the record labels.

“Technology is changing entertainment, and Warner Music is embracing that innovation,” added Warner Music Group chairman and CEO Edgar Bronfman, Jr. “Consumer-empowering destinations like YouTube have created a two-way dialogue that will transform entertainment and media forever.”

Artists on the Warner Music roster include P. Diddy, Missy Elloit, Talib Kweli, T.I. and Sean Paul, among others.