Nikon today announced that it would expand its support of music and music culture by signing on as an inaugural sponsor for RCRD LBL, the first online music label offering free, sponsor-supported MP3s from established and emerging artists and labels across a variety of niches and genres. RCRD LBL, a joint venture between Downtown Records (whose artists include the Cold War Kids and Gnarls Barkley) and Peter Rojas, founder of Engadget, will constantly deliver new and exclusive MP3s from both well-known and upcoming artists in an effort to connect today's artists with existing and new listeners.

As a sponsor, Nikon will offer a custom designed photo widget on RCRD LBL's pages, allowing visitors of the Web site to view images taken of, and by, their favorite artists and musicians. Images displayed in the photo widget will be updated constantly, often by musicians who want to share their experiences from the road while on tour. Combined with blog posts from the artists and RCRD LBL staff, the Nikon photo widget will help build an interactive, multi-layered fan experience that will establish a deeper connection between musicians and their fans.

Visitors will also be able to customize their experience with Nikon's photo widget based on their interests and selections. The widget will be "portable," enabling users to embed it into their blog as well as some social network profiles and desktop applications.

"Nikon's partnership with RCRD LBL is a true extension of our commitment to the synergies between music and photography. The opportunity to collaborate with Peter Rojas and Downtown Records as inaugural sponsors of RCRD LBL is an exciting one, and we know that thousands of passionate music fans are utilizing the Web to find a way to better connect with artists they love. We see RCRD LBL as an incredibly powerful way to do so - through photography," said Lisa Baxt, senior communications manager at Nikon Inc.

Peter Rojas, RCRD LBL's CEO, stated, "We're extremely excited about Nikon sponsoring the photography experience on RCRD LBL. It's no accident that we approached them as a launch partner for RCRD LBL -- Nikon is a brand that understands how important music is to people's lives and how critical it is to find new models for supporting artists."

Nikon's sponsorship of RCRD LBL is the latest example of the company's use of the Internet to connect fans and musicians through digital photography. In 2007, Nikon launched Nikon Live ( a new multi-media program that connects a dynamic website with local market events to enhance the live music experience. Nikon Live features photos and other live event content from the Rock and Roll Picture Show, The John Mayer Summer Tour Photo Blog, and photography by world-class Visions of Rock musicians including Mick Fleetwood, Perry Farrell, Graham Nash, Melissa Auf de Maur and Lenny Kravitz.

To listen to an in-depth interview with Peter Rojas discussing his thoughts on RCRD LBL, download the latest episode of the Nikon podcast at

Nikon, At the Heart of the Image™. Nikon Inc. is the world leader in digital imaging, precision optics and photo imaging technology and is globally recognized for setting new standards in product design and performance for its award-winning consumer and professional photographic equipment. Nikon Inc. distributes the Nikon Total Imaging System of consumer and professional digital SLR cameras, NIKKOR optics, Speedlights and System Accessories; Nikon COOLPIX® compact digital cameras; COOLSCAN® digital film scanners; 35mm film SLR cameras; Nikon software products and Nikon sports and recreational optics. At the heart of every Nikon camera is Nikon's Exclusive Feature System, making it easy for anyone to take amazing digital pictures. Through the Nikon Spirit Initiative™, the company, plays an active role in supporting aspiring and advanced photographers through a variety of philanthropic organizations, educational programs, events and workshops. For more information, dial (800) NIKON-US or visit, which links all levels of photographers to the web's most comprehensive photo learning and sharing communities.

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