ZEFR Adds Music Labels, NASCAR

Venice, California-based ZEFR, formerly known as MovieClips, is expanding out its partnerships today, saying that it has added Universal Music Group, Sony Music, Ultra Music, and NASCAR as partners for the company. ZEFR--which helps content owners monetize their content--has been notably vague about its business since its rebranding last August--but that new business revolves in part on claiming infringing (aka pirated) content on YouTube for brands, by using its technology to identify and claimed licensed content it finds on YouTube and gaining the advertising revenue from that content. ZEFR is backed by U.S. Venture Partners, MK Capital, Shasta Ventures, SoftTech VC, First Round Capital, Richmond Park Partners, and Machinima CEO Allen DeBevoise.