Major music label EMI’s Virgin Records has teamed up with social media platform RecreateMyNight to offer a multimedia outlet for fans to partake in a musical event. This week’s launch is to promote EMI’s band, The Constellations, embarking them on a social journey that comes with direct access to fans. The cooperative ideal towards an online shared experience is one that’s becoming more real every day.

The social site ties in with other social platforms, including Facebook and Twitter, to allow fans to interact with RecreateMyNight in a familiar format. Fans can add their own photos and video clips, converse about their concert experience, or read the comments of others.

From EMI,

“RecreateMyNight is excited to be working with The Constellations and EMI to provide a platform that harnesses the power of social media and allows fans to share their concert experiences virtually. With this new technology, fans near and far will be able to re-live the summer tour,” explained RecreateMyNight’s President, Tejpaul Bhatia.

While the concepts around RecreateMyNight (launched by former MTV and ESPN employees) aren’t entirely new, the use of such sites by troubled music companies is another sign of the future. Social platforms and music labels have had a rocky relationship from the very beginning, as the two ends of consumer monetization fought to find middle ground.

For EMI, regular executive shake-ups and falling profits has forced the company to refocus and restructure. No longer considering itself a music label, EMI has re-branded its services as a management tool for artists. Recognizing that music is more than a static song, EMI is hoping its foresight can help save the company. The idea is to tap into devices and media (i.e. films) in a way that better suits the monetization needs of modern artists.