EA Tries to Go Platinum With Music Label

EA, through Artwerk, offers its artists a signing fee and an advance based on royalties it expects from licensing the music. Additional revenue is split based on a percentage that is determined by the clout of the artist.

Already EA has recouped costs on five of its seven bands that signed on with Artwerk, says Schnur. In the next year or so, the company hopes to add another five artists to its roster. "We are keeping it lean and mean," he says.

Junkie XL, or Holkenborg, is the only master recording deal that Artwerk has, says Schnur. Recording is not where EA's interests lies, he says.

And even Holkenborg says he understands that CDs are not where the future is.

"Throwing a CD out there is a very luxurious calling card," he says. "My goal is to get my music out there to as many people as I can, and with video games, I get millions to listen to my music."