It used to be that music and music videos were the main way that artists could connect with their fans and earn money. Sony Music Entertainment wants to help artists “built a revenue stream for you that’s different” by marrying their talent with directors and content producers, says Lee Stimmel, Head of Original Programming at the newly unveiled Rumble Yard, the original video content division of Sony Music Entertainment.

In this interview with Beet.TV after his appearance with Astronauts Wanted at the Digital Content NewFronts, Stimmel discusses how music artists are more “multi-dimensional in how they output creative,” the Jack Antonoff tour-documentary-meets-Curb-Your-Enthusiasm series Sony executed with Lorne Michaels’ Above Average. Also at the NewFronts, Rumble Yard showcased upcoming projects with Al Roker, The Chainsmokers, Kurt Hugo Schneider and Grace VanderWaal.

This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.