Madonna and Jay-Z are to create their own video channels on YouTube.com as part of a new business venture to expand the website.

Bosses at the video-sharing site have shelled out over $100 million (£62.5 million) to dozens of producers to create fresh new content, and as part of the deal, both superstars have signed up to lend their support.

Other participants include actor Ashton Kutcher, Modern Family beauty Sofia Vergara, The Office star Rainn Wilson, Parks and Recreation actress Amy Poehler, former basketball star Shaquille O'Neal and skateboarding legend Tony Hawk.

Not much information has been disclosed about the various projects but veteran entertainer Madonna will serve as a partner on the dance channel DanceOn and music mogul Jay-Z will produce content related to his Life Times website.

A number of the channels are set to premiere by the end of the year (11), with the rest debuting in 2012.