Sony Music Entertainment and Kyte have agreed to let Sony artists produce raw videos with their mobile phones and distribute it to fans online and at their computers using Kyte’s technology. Artist like John Legend, Lady Gaga, and the All American Rejects can shoot lots of quick videos for fans using their own cell phones and deliver them immediately so fans can keep up with them on tour buses, backstage, onstage, in the studio and elsewhere.

Sony and Kyte are hoping the collaborative effort will boost sales for both the artists and the Kyte online music service. “Kyte allows me to connect with my fans in a much deeper way by sharing special, behind the scenes moments,” said Legend in a recent statement. “I was able to bring my fans right on stage with me at the ‘We Are One’ Inauguration concert, and they were able to experience the excitement that all of us on stage felt.”